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LIBRARY 

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JllN  13  1942 


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During  his  connection  with  the  Sales  Force. 


Copyright,  1922  by  The  McCaskey  Register  Cp. 


THE  UNIVERSITY 


OF  ILLINOIS 
LIBRARY 

GDS 

Mia&s 


THIS 


SALES  MANUAL 

IS  THE  PROPERTY  OF 

The  McCaskey  Register  Co. 

, Alliance,  Ohio 


IT  IS  LOANED  TO 


Name 


Address 

During  his  connection  with  the  Sales  Force. 


Copyright,  1922  Iby  The  McCaskey  Register  Ce. 


TABLE  OF  CONTENTS 


FOREWORD  Page  I 

CHAPTER  I,  Accounts  In  Business,  Pages  2 to  6. 

CHAPTER  II,  McCaskey  History,  Pages  1 to  11. 

CHAPTER  III,  McCaskey  Salesmanship.  Pastes  101 
to  153. 

(Includes  general  information  and  suggestions 
together  with  the  Credit  and  Cash  Register 
System  Demonstrations  and  the  Demonstration 
of  the  Daily  Record  Sheet  and  Business 
Recorder) 

CHAPTER  IV,  Fire  Protection  by  McCaskey  System, 
Pages  201  to  229. 

CHAPTER  V,  (To  be  added  later)  Pages  301  to  — 

CHAPTER  VI,  McCaskey  Adding  Machines,  Pages 
401  to  407 

CHAPTER  VII,  McCaskey  Salesbooks,  Pages  451  to 
466. 

CHAPTER  VIII,  McCaskey  Answers  to  Objections, 
Pages  501  to  554. 

CHAPTER  IX,  McCaskey  System  Selling  Points, 
Pages  601  to  628. 

CHAPTER  X,  McCaskey  Service  Methods,  Pages  701 
to  709. 

CHAPTER  XI,  Salesmanship  In  Co-operation,  Pages 
801  to  818. 

INDEX,  Pages  901  to  — 


(,St 

M / S I I j.  |,  ; I w 

Foreword  M' 

TO  THE  McCASKEY  SALES  FORCE 

That  you  may  know  the  McCaskey  Register  Com- 
pany, the  McCaskey  policies,  the  McCaskey  products 
and  the  McCaskey  sales  program  most  fully,  this  sales 
manual  has  been  compiled  for  you. 


In  the  full  knowledge  of  the  McCaskey  business 
X lies  your  greatest  strength  as  a sales  representative  of 
<s^the  McCaskey  Systems  and  Supplies. 

^ ‘‘The  difference  between  success  and  failure  is  the 
difference  between  knowing  and  guessing  your  busi- 
That  statement  is  continually  made  to  the  mer- 
chant by  the  McCaskey  salesmen  most  successful  in  the 
selling  of  McCaskey  Systems.  “Know  instead  of  guess 
^your  business”  is  the  request  which  the  McCaskey  Reg- 
ister Company,  in  turn,  makes  of  you. 


ness. 


Such  knowledge  comes  only  from  a continued  study 
and  application  of  the  McCaskey  Systems  to  the  require- 
ments of  the  merchant  in  business;  from  the  fullest  at- 
tention to  the  plans  and  methods  which  have  sold  and 
are  selling  the  systems  successfully  throughout  the 
country. 


The  “Why’s  and  Wherefore’s”  of  the  need  for  “The 
McCaskey  Way,”  are  herein  set  forth.  How  the  sys- 
'^ttm  answers  that  need  in  the  operation  of  any  business, 
credit  or  cash,  is  explained  in  full  detail. 

The  surface  of  the  market  for  McCaskey  Systems 
has  been  but  scratched  in  the  past  decades  of  McCas- 
>^key  development.  Indeed,  the  field  in  which  McCaskey 
>*Systems  are  enabled  to  serve  is  ever-expanding,  ever- 
I changing  and  the  merit  of  the  McCaskey  product  is  pro- 
^;yiding  increased  distribution  in  an  extraordinary  man- 
ner year  after  year. 

IN.  VO  Knowledge  of  the  product,  intelligent  approach  to 
‘"^the  merchant  and  co-operation  with  the  company  com- 
^bine  to  form  the  true  salesmanship  necessary  to  the  suc- 
^cessful  selling  of  McCaskey  Systems.  That  knowledge 
^lies  within  this  volume.  The  rest? 

V “Gentlemen  of  the  Sales  Force!  It’s  up  to  you!” 

THE  McCASKEY  REGISTER  COMPANY, 

Alliance,  Ohio 


ACCOUNTS  IN  BUSINESS 


Chapter  I 

Accounts  In  Business 

The  retail  or  wholesale  merchant  goes  into  business  for  the 
money  he  can  make  that  business  earn  for  him.  No  matter 
what  his  business  policies  he  cannot  successfully  compete  with 
his  fellow  merchants  without  maintaining  a record  of  his  busi- 
ness procedure,  without  in  someway  keeping  track  of  the  trans- 
actions made,  the  money  changing  hands,  and  the  profits  earned 
above  the  cost  of  the  enterprise.  Regardless  of  whether  or  not 
he  sells  for  credit  or  for  cash  or  both,  he  must  in  some  way 
carry  records  which  will  keep  him  informed  as  to  the  intelli- 
gent way  in  which  to  proceed.  The  modern  name  for  the  keep- 
ing of  such  records  is  system;  the  modern  name  for  the  records 
is  accounts. 

Every  merchant,  no  matter  what  his  business,  must  neces- 
sarily keep  some  accounts.  They  may  not  be  extensive,  yet 
they  will  tell  him  how  much  business  he  has  done  in  a day,  a 
week  or  any  period.  They  may  be  so  complete  as  to  control 
every  detail  in  business  operation  which  has  taken  place  dur- 
ing the  business  hours.  To  the  retail  merchant  system  has 
come  slowly  until  the  last  twenty-five  years.  Old  methods  have 
been  eliminated  by  newer  and  more  simple  systems.  Accounts 
have  become  more  easily  accessible  to  any  merchant.  He  has 
been  educated  along  the  right  lines  of  business  administration 
and  is  continually  being  guided  to  better,  less  complex  and 
more  saving  methods  of  taking  charge  of  his  business  affairs. 

In  the  handling  of  his  sales,  his  credit  or  cash  sales,  he  has 
been  taught  ways  and  means  of  keeping  account  records  which 
make  it  possible  to  succeed  when  lack  of  method  or  system 
has  meant  and  will  mean  failure.  Efforts  have  been  made  to 
study  the  conditions  which  the  merchant  faces  and  develop  for 
him  the  most  effective,  most  saving,  serviceable  and  profitable 
manner  of  meeting  those  conditions.  How  has  the  merchant 
cared  for  his  charge  accounts?  How  has  he  met  the  demands 
of  records  of  sales? 

“Charge  it.” 

“Charge  it,”  the  words  re-echo  in  hundreds  of  thousands  of 
stores  throughout  the  United  States,  from  coast  to  coast. 

“Charge  it,”  and  another  business  transaction  is  underway. 
The  customer,  his  wife  or  children  are  given  this  service  by  a 
merchant.  Somewhere  record  must  be  kept  of  the  items  and 
the  amounts  charged  in  this  manner.  The  merchant  must  keep 
an  account  of  the  amounts  owing  him  from  this  customer,  from 
every  customer  and  separately,  and  in  such  a way  that  he  can 
obtain  payment  of  the  amount  at  given  intervals  or  at  a stated 
time. 

Ancient  Methods  In  Use, 

Since  the  first  borrower  received  an  article  for  temporary 
use  from  the  first  lender  in  the  earliest  days  of  man^s  history, 
dates  the  life  of  the  credit  account,  the  origin  of  the  first  meth- 
od of  accounting.  What  that  method,  was  is  not  important 
here  for  the  ancient  methods  in  use  in  all  parts  of  the  country 
today  are  far  enough  out  of  line,  with  the  march  of  business 
efficiency  and  progress. 


—2-^ 


ACCOUNTS  IN  BUSINESS 


Into  the  early  history  of  the  United  States  the  daybook,  the 
journal  and  the  ledger  point  to  their  usage.  For  generations 
they  did  predominate  and  the  hold  which  they  gained  on  the 
business  men  of  the  eighteenth  and  nineteenth  century  has 
made  obstinate  users  of  them  by  the  thousands  far  into  the 
twentieth  century. 

When  the  customer  has  said  “Charge  it’*  to  a day  book  and 
ledger  merchant,  the  charge  is  recorded  on  the  page  of  the  day- 
book. The  next  sale,  whether  charge  or  cash,  is  recorded  be- 
low the  first  and  so  on  throughout  the  day.  At  the  beginning 
of  each  new  da}^  a new  sheet  is  started. 

From  week  to  week  or  month  to  month  the  merchant  posts 
the  charge  sales  in  another  book  where  an  individual  page  is  set 
aside  for  each  customer.  By  adding  the  balances  of  all  the  indi- 
vidual pages  alloted  to  customers  having  charge  accounts  he  is 
able  to  tell  what  his  outstanding  accounts  amount  to.  By  labor- 
iously picking  the  cash  sales  from  the  pages  of  his  day  book 
he  can  balance  his  actual  cash  against  his  daybook  figures.  By 
searching  out  the  items  paid  on  account,  also  jotted  down  in 
the  daybook  and  posted  to  the  ledger,  he  can  determine  his  cash 
sales,  his  credit  sales  and  his  collections.  With  this  method 
he  has  prepared  for  himself  an  energy  eating,  time  consuming 
job  which  develops  into  excessive  drudgery  and  gives  to  his  ac- 
counting problems  the  time  and  energy  his  business  demands. 
He  averts  business  failure  only  by  multiple  hours  of  overtime 
and  nightly  application  to  this  work. 

When  the  end  of  the  month  comes  he  must  get  out  his  bills 
to  his  customers.  From  each  page  of  his  ledger  he  must  item- 
ize each  “Charge  it”  purchase,  stamp  an  envelope  and  mail  the 
statements  to  everyone  owing  on  an  account.  Of  course,  he  hires 
help,  if  his  business  is  of  any  size;  he  has  a staff  of  bookkeep- 
ers to  care  for  his  accounts  and  his  monthly  billings;  but  with 
each  bookkeeper  installed  he  is  adding  ‘dead  weight’  to  the 
cost  burden  of  doing  business  without  in  any  way  increasing 
the  earning  power. 

Three  times  this  merchant  has  written  the  description  and 
amount  of  every  charge  purchase  made.  Three  times  has  he 
entered  the  name  and  address  of  every  customer.  These  opera- 
tions have  multiplied  to  as  many  as  millions  of  triplications  in 
this  leading  method  of  retail  accounting  during  the  last  lOO 
years. 

Pass  books  have  been  the  popular  means  of  handling  ac- 
counts in  mining  communities  and  other  sections  where  large 
company  stores  serve  large  numbers  connected  in  the  same  in- 
dustry. In  busy  seasons  with  large  forces  working  on  the 
books,  the  companies’  ledgers  would  frequently  be  several 
weeks  behind  the  up-to-date  standings  of  the  customers’  pass 
books.  Firms  have  been  known  to  accept  steadily  a loss  as 
high  as  $1000  a month  and  even  more  as,  a result  of  the  inability 
to  check  pass  books  accurately  in  such  mining  communities. 

Other  merchants  have  installed  the  salesbook  plan  of  mak- 
ing record  of  charges  by  clerks.  However,  the  figures  w^re 
copied  into  large  ledgers  and  hauled  out  again  for  use  in  mak- 
ing  up  monthly  statements.  In  going  the  rounds  of  the  account- 
ing methods  available  to  the  merchant  there  were  none  offered 
before  1900  which  seemed  able  to  elirnhiate  the  midnight  hours 
on  the  books,  the  need  for  large  bookkeeping  staffs  and  the 


ACCOUNTS  IN  BUSINESS 


general  cause  for  worry  over  collections  which  faced  the  aver- 
age proprietor  forcibly  content  with  such  methods. 

The  Call  of  a New  Day 

There  was  of  necessity  born  a new  day.  The  twentieth  cen- 
tury entered  with  a call  for  efficient  methods  in  industrial  and 
commercial  affairs.  With  that  call  came  the  increased  advan- 
tages of  electricity,  a power  still  young  in  industrial  and  do- 
mestic service.  With  that  call  came  the  automobile  which  made 
its  first  appearance  about  1900  to  be  laughed  at.  With  that  call 
was  originated  a ‘ONE  WRITING’  plan  of  handling  the  mer- 
chant’s accounts.  The  use  of  the  salesbook  in  duplicate  and 
triplicate  sets  of  slips  was  discovered  and  introduced  in  a 
method  which  provided  for  permanent  records  without  the 
need  of  posting  and  statement  writing  in  addition  to  the  orig- 
inal entry. 

Efforts  to  save  time  and  eliminate  duplicity  of  labor  in  the 
handling  of  credit  accounts  was  effected  through  a register. 
This  device  was  so  arranged  as  to  handle  the  slips  and  give  in- 
formation wanted  instantly  at  any  time.  Never  a second  entry 
of  a single  transaction  was  required.  Never  a wasted  hour  in 
the  working  day  or  overtime  night  was  necessary  to  keep  any 
accounts  posted  to  date.  No  more  were  overworked  bookkeep- 
ing staffs  in  demand  to  work  for  balances  and  send  out  state- 
ments. 

This  form  of  handling  credit  accounts  developed  into  a sys 
tern  which  is  today  serving  merchants  in  all  corners  of  the 
globe.  It  has  shown  the  way  to  save  money  in  the  operation 
of  business;  to  save  time  and  to  reduce  overhead  expense  to 
the  amount  of  hundreds  of  thousands  of  dollars  a year  for  hun- 
dreds of  thousands  of  merchant-users. 

In  service  this  system  has  produced  the  maximum  of  cus- 
tomer satisfaction.  It  has  eliminated  to  an  entirety  disputed 
accounts,  one  of  the  most  serious  problems  resulting  from  the 
day  book,  ledger  and  statement  method. 

So  simple  it  is  in  its  workings  and  so  easily  handled  by 
merchant  employes  that  the  power  in  its  results  cannot  be  ade- 
quately realized  at  first  hearing.  It  ssives  and  earns  both  time 
and  money.  It  stops  both  the  leaks  and  losses  which  jeopard- 
ize the  average  business  enterprise.  It  gives  the  service  of  all 
employees,  in  part  at  least,  to  the  upbuilding  of  the  business. 

Its  educational  force  and  efficient  results  can  be  demon- 
strated and  explained  only  by  men  capable  of  studying  continu- 
ally its  greatly  increasing  strength  financially  in  commercial 
affairs. 

To  sell  this  ‘One  Writing’  method  is  to  persuade  a mer- 
chant with  years  of  backward  ways  of  business  management 
behind  him  to  revolutionize  his  credit  methods.  He  must  be 
educated  to  the  power  of  saving  possible  to  him  by  the  in- 
stallation of  the  ‘One  Writing’  system. 

The  system  here  referred  to  is  the  McCaskey  ‘One  Writ- 
ing’ System  of  Visible  Accounting.  Its  service  to  merchants 
had  reached  close  to  500,000  users  in  1927. 

The  Step  Forward 

The  time  came  in  1922  for  a step  forward.  In  all  the  years 
that  the  McCaskey  Register  Company  was  solving  with  com- 


ACCOUNTS  IN  BUSINESS 


plete  success  the  credit  worries  of  the  merchant,  the  cash  prob- 
lem was  giving  trouble.  Both  the  credit  and  cash  and  the  cash 
merchants  were  lost  in  a sea  of  dissatisfaction  in  methods  of 
caring  for  cash  accounts  and  totals.  In  taking  the  step  to  aid 
the  cash  merchant  and  relieve  the  credit  and  cash  merchant  the 
McCaskey  Company  not  only  developed  a cash  register  system 
which  adds  totals  and  departmentizes  the  cash  business  but 
also  produced  a combination  credit  and  cash  register  system  of 
a strength  unknown  up  to  that  time. 

The  cash  register  system  provides  for  the  automatic  keep- 
ing of  all  credit  and  cash  account  records  and  totals.  It  pro- 
vides a register  for  daily  sales  totals,  department  sales  and 
sales  by  clerks.  Together  with  the  McCaskey  register  provid- 
ing credit  account  records  with  ‘One  Writing’  it  unites  the  cash 
record  figures,  correctly  obtained,  and  makes  leak  proof  the  en- 
tire business  system. 

Nothing  is  more  vital  to  the  merchant,  regardless  of  the 
size  of  his  business  or  the  manner  in  which  he  runs  it,  than  the 
account  totals  which  account  for  his  active  business  operation. 
Every  bank,  no  matter  how  large  the  amount  of  capital  being 
transferred,  strikes  a balance  every  day.  They  must  be  able  to 
handle  their  investment  and  loans  with  the  greatest  possible  in- 
telligence. How  much  more  important  it  is  to  a merchant  with 
much  less  an  amount  of  capital  to  control  to  be  able  to  know 
what  that  capital  is  doing,  wherein  he  is  making  his  gains  or 
losses ! 

The  McCaskey  Company  took  the  step  forward  so  that  the 
merchant  can  know,  and  know  absolutely  every  day,  the  amount 
of  his  sales,  his  cash  sales  or  credit  sales,  his  received  on  ac- 
count totals,  etc. ; these  are  necessary  to  his  completed  records. 
In  the  past  he  has  been  handicapped  by  mental  addition  de- 
laj^s,  mental  errors. 

A cash  register  system  is  provided  which  will  give  the  mer- 
chant his  totals,  added  mechanically  and  accurately.  It  forms 
the  cash  section  of  his  complete  credit  and  cash  register  sys- 
tem and  a cash  register  system  in  itself  for  the  strictly  cash 
store. 

In  keeping  with  the  system  of  years  standing  which  has  en- 
abled the  merchant  to  keep  track  of  every  controlling,  financial, 
stock  or  other  record  toward  the  regulation  of  his  business  in  a 
series  of  total  record  books  the  completed  McCaskey  Credit 
and  Cash  Register  System  provides  the  McCaskey  Daily  Rec- 
ord Sheet  and  the  McCaskey  Business  Recorder  to  per- 
form this  service.  From  his  credit  section  and  his 
cash  section  the  merchant  is  permitted  from  day  to  day  to 
speedily  obtain  his  new  totals  with  mechanical  accuracy,  know 
each  day  where  he  stands  financially,  whether  his  entire  busi- 
ness or  individual  departments  are  progressive  or  backward, 
and  as  a result  be  guided  in  his  future  business  policy. 

A man  must  know  his  business  in  order  to  make  a profit 
worthy  of  his  time  and  effort!  He  must  know  all  phases,  the 
“Why’’  of  gains  and  losses  in  income  and  expense;  of  changing 
turnover;  of  uncertain  overhead. 

Experts  tell  us  after  investigating  the  American  retailing 
world  that  we  have  too  many  retailers.  The  country  is  today 
served  by  more  than  one  and  a half  million  retailers — 1,500,000 
would-be  merchants. 


-5- 


ACCOUNTS  IN  BUSINESS 


They  tell  us  that  but  100,000  of  these,  l-15th,  are  doing 
a profitable  business ; that  400,000,  4-15ths,  are  doing  a fair 
business ; that  the  other  million,  2-3rds  of  the  retailers,  are  just 
getting  by. 

The  failures  each  year  are  reported  to  run  into  figures 
above  10,000  and  the  others  going  out  of  business,  practically 
failures,  at  the  rate  of  another  10,000  annually. 

There  is  a reason  for  all  this.  It  is  too  easy  to  become  a 
retailer — to  “start  a little  store/*  Credit  men  say  that  90  per 
cent  of  them  have  no  settled  idea  of  overhead  or  turnover. 
Thus  inexperience  is  against  them  from  the  start,  and  this  in- 
experience based  on  lack  of  knowledge  of  retail  methods  be- 
fore entering  business  is  aided  and  abetted  by  continued  lack 
of  knowledge  of  the  condition  of  the  business  as  it  operates 
to  account  for  1,000,000  dealers  in  retail  merchandise  and  ser- 
vice rating  as  'almost*  failures  and  producing  actual  failures 
by  the  thousands  year  in  and  year  out. 

That  envied  goal,  a successful  business,  exists  only  through 
the  use  of  knowledge  gained  readily  by  way  of  systematic  pro- 
cedure costing  a minimum  in  time  and  expense,  yet  which  pro- 
duces every  usable  figure  necessary  to  intelligent  operation.  It 
is  the  need  for  such  information  that  the  McCaskey  Systems, 
credit  and  cash,  have  been  devised  to  meet.  They  are  success- 
fully accomplishing  the  purpose,  establishing  efficiency  in  busi- 
ness management,  and  bringing  increased  profits  to  business  in 
every  commercial  line. 

CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  What  is  the  need  for  accounts  and  records  in  busi- 

ness? 

2 —  ^How  have  charge  accounts  been  handled  in  the 

past?  What  are  the  old  time  methods  still  in  use 
in  many  places  today? 

3 —  What  is  meant  by  the  “One  Writing’*  method? 

4 —  In  what  ways  does  “One  Writing’*  effect  a saving? 

5 —  ^How  widely  does  McCaskey  “One  Writing’’  System 

reach  among  merchants  today? 

6 —  When  was  the  McCaskey  Cash  Register  System 

introduced? 

7 —  What  need  was  the  McCaskey  Cash  Register  Sys- 

tem designed  to  fill? 

8 —  How  far  does  the  McCaskey  Cash  Register  System 

go  to  serve  the  merchant? 

9 —  What  is  the  condition  as  to  numbers  of  retailers  ill 

this  country?  How  many  are  there,  approximater 
ly?  . 

10 —  How  many  retailers  fail  annually?  How  many  are 
just  ‘getting  by?*  How  many  are  making  a suc- 
cess? 


— d- 


McCASKEY  HISTORY 


Chapter  II 

McCaskey  History 

In  the  Beginning 

Given  the  'One  Writing’  idea,  a $30,000  backing  and  the  mer- 
cantile experience  of  sufficient  years  to  inspire  belief  in  the 
value  of  their  project,  a small  group  of  business  men  organized 
in  1903  the  McCaskey  Register  Company.  Its  purpose  was  to 
manufacture  a cabinet  file  and  print  salesbooks  to  be  used  with 
it  toward  carrying  out  the  ‘One  Writing’  method  of  keeping  ac- 
counts. 

A small  shop  in  Rush  Street,  Alliance,  Ohio,  gave  incuba- 
tion to  the  idea  and  its  practicability  through  a credit  file 
which  received  the  name  McCaskey  System  from  one  of  the 
founders.  The  multiplex  salesbooks  with  duplicate  and  tripli- 
cate sets  of  slips  were  printed  on  a small  flat  bed  press.  With 
the  early  cabinet  and  banks  of  leaves  completed  and  several 
hundred  salesbooks  printed  the  McCaskey  System  was  ready 
for  sales  and  installations. 

The  system  was  the  same  in  1903  as  it  is  today — fundamen- 
tally. The  buyer  of  a system  became  a buyer  of  salesbooks  to 
use  with  his  system.  He  took  orders  on  the  duplicate  and  trip- 
licate books.  The  original  he  kept  in  his  register,  behind  a clip 
spring  which  held  all  the  slips  of  sales  to  one  customer.  The 
customer  received  a duplicate  or  triplicate.  When  he  made  a 
second  charge  purchase  the  merchant  brought  forward  the  total 
of  the  previous  charge  and  added  it  to  the  new  amount  aud 
plainly  set  down  the  total  ov/ing  to  date.  His  customer  re- 
ceived another  duplicate,  a statement  to  date  with  ‘One  Writ- 
ing.’ 

Thus,  the  ‘One  Writing’  McCaskey  System  was  under  way. 
There  were  no  more  books  for  that  merchant  to  keep  and  la- 
bor over.  There  were  no  more  leaks  from  posting  and  un- 
checked mistakes.  He  knew  at  all  times  what  each  of  his  cus- 
tomers owed  him  and  they  knew  also  because  they  received  a 
statement  in  full  with  every  purchase. 

Such  a system  founded  upon  an  idea  developed  entirely  from 
the  needs  of  the  merchant  doing  credit  business  and  put  into 
practical  working  form  by  these  merchants  and  a cabinet  mak- 
er became  in  less  than  20  years  the  leading  product  of  a $3.- 
000,000  corporation,  the  McCaskey  Register  Company  of  today. 

Down  in  the  early  Rush  street  home  of  the  company  the 
register  was  manufactured  to  a great  extent  by  hand.  The 
leaves  moved  up  and  down  on  spring  hinges  wound  by  hand. 
The  clip  springs  which  held  the  sales  slips  in  the  compartments 
were  produced  by  hand.  The  small  flat  bed  presses  were  fed 
by  hand. 

Salesmen  Face  Objections 

Early  salesmen  for  the  system  were  faced  with  the  very 
objections  which  greet  the  representatives  of  the  company  to- 
day. However,  they  were  the  pioneers  and  were  not  able  to 
fall  back  and  point  to  user  after  user  in  this  or  that  section  of 
the  country  and  in  the  many  varied  lines  of  business  which 
mark  the  use  of  the  system  at  the  present  time.  At  first  one 

— 7-^.. 


McCASKEY  HISTORY 


of  the  organizers  took  over  the  work  of  sales  and  sales  manage- 
ment. His  success  in  placing  the  system  was  good  yet  marked 
by  strenuous  effort.  In  the  course  of  the  few  months  which 
led  to  the  middle  of  1904  numbers  of  salesmen  were  given  ter- 
ritories from  a large  list  of  interested  applicants  attracted  to 
the  McCaskey  in  the  stores  of  merchants  who  had  bought  and 
used  it  with  success  from  the  start. 

In  those  days  an  early  purchaser  was  re-approached  with 
apprehension  because  the  salesmen  found  the  prospects  so  over- 
whelmingly sure  that  the  system  would  not  work.  Many  so- 
called  systems  had  been  improvised  and  sold  as  such  but  had 
served  more  than  ever  to  hold  the  merchant  aloof  from  the 
simple  ‘One  Writing’  method.  For  this  very  reason  a good  user 
became  a priceless  sales  help  to  allay  the  suspicions  of  the 
previously  ‘bitten’  merchants.  But  the  McCaskey  System  in- 
spired confidence  in  its  users;  it  gave  to  the  salesmen  greater 
assurance  than  ever  once  their  own  installations  were  proving 
the  exceptional  claims  which  were  made  for  them  and  though  a 
seemingly  hazardous  undertaking  in  a pioneer  territory  the 
selling  of  the  McCaskey  Systems  soon  became  an  established 
business  with  a merchant  backing  which  brought  income  and 
profit  to  the  salesman  and  his  company. 

McCaskey  Expansion 

In  the  face  of  the  mechanical  difficulties  of  manufacture  of 
the  register  cabinets,  obstacles  to  be  overcome  in  the  develop- 
ment of  any  new  product,  and  in  battling  salesbook  competi- 
tion with  an  outlaw  size  and  form,  the  McCaskey  Register 
Company  of  1904  sold  about  2000  systems  and  salesbooks  in 
numbers  sufficient  to  keep  the  systems  running.  By  the  end 
of  1904  the  capital  stock  had  been  increased  to  $100,000.  The 
company  was  becoming  intrenched,  established  and  its  reputa- 
tion was  beginning  to  grow. 

Rush  Street  began  to  see  additions  as  early  as  1904.  In- 
creased floor  space  was  demanded  for  both  register  manufac- 
ture and  salesbook  printing.  A production  of  increased  num- 
bers of  systems  in  1905  and  1906  spoke  for  the  hold  which  the 
‘One  Writing’  idea  was  making  on  the  merchant.  His  success 
with  the  McCaskey  System  boosted  sales  to  a remarkable  de- 
gree. 

1905,  1906  and  1907  saw  remarkable  growth  in  the  physical 
dimensions  of  the  Alliance  plant.  In  the  latter  year  a five 
story  building  sprang  upward  along  the  tracks  to  house  the 
builders  of  system.  The  spare  $100,000  stock  peak  of  1904  be- 
came a quarter  of  a million  in  1907,  a half  million  in  1908  and  a 
million  dollars  in  1909  and  1910.  System  production  reached  a 
proportionately  enlarged  figure.  Hidden  dreams  of  systems 
for  other  lines  of  business,  of  manufacture  in  other  parts  of 
the  world,  became  a reality  in  1909  when  the  System  for  Phy- 
sicians and  Surgeons  was  placed  on  the  market  and  the  per- 
manent recording  methods  for  the  handling  of  controlling  ac- 
counts of  the  merchant  began  to  broaden  the  reach  of  the  ‘One 
Writing’  idea. 

Success  with  the  manufacture  of  systems  in  a Hamilton, 
Systems  Ltd.  Both  registers  and  counter  check  (sales)  books 
Ontario,  plant  in  1909  was  the  forerunner  of  removal  to  To- 
ronto a few  months  later  and  the  organization  of  the  McCaskey 
were  distributed  to  Canadian  merchants  from  these  factories. 


-8— 


McCASKBY  HISTORY 


England  began  to  inquire  of  the  strength  of  the  ‘One  Writing’ 
way  and  an  office  was  opened  the  same  year  in  Eondon. 

Changes  were  facing  the  mechanics  of  the  McCaskey  Reg- 
ister about  this  time.  Enlarged  facilities  for  salesbook  print- 
ing and  carbonizing  had  been  installed.  Large  rotary  presses 
were  being  assembled  for  the  particular  business  of  making 
McCaskey  sales  books  in  McCaskey  ways.  A large  force  was 
working  on  the  improvement  of  the  register.  One  of  the  most 
important  steps  was  the  abandonment  of  the  spring  hinge  and 
the  pyramid  bank  of  leaves  which  had  characterized  the  Style 
1 or  Standard  Register  since  the  first  days  of  system  building. 

Effort  was  turned  largely  toward  a means  of  giving  ex- 
pansion to  the  number  of  accounts  possible  to  be  cared  for  in 
a single  cabinet  by  a merchant  according  to  business  growth. 
It  was  necessary  to  change  the  style  of  the  bank  of  leaves  to 
permit  expansion  v/ithout  exchanging  the  complete  unit. 
Through  McCaskey  ‘One  Writing’  strength  and  saving  small 
businesses  were  enlarging  and  the  salesmen,  now  scattered 
throughout  the  whole  country,  were  facing  these  requests  for 
increased  account  space. 

Support  to  the  McCaskey  S^^stem  of  accounting  was  of- 
fered late  in  1909  when  a recorder  was  placed  on  the  market. 
This  produced  a vehicle  for  the  handling  of  cash  in  a money 
drawer  and  making  record  of  all  cash  receipts  and  expenditures 
on  a large  pad  provided  for  the  purpose.  The  drawer  was  op- 
erated at  the  time  of  noting  the  transaction  by  the  combina- 
tion-pressure on  buttons  at  the  side  of  the  cabinet,  under  cover. 
Here,  then,  was  a means  of  caring  for  the  cash  and  credit  ac- 
counts of  the  merchant  giving  added  completeness  to  the  ‘One 
Writing’  idea  which  was  continually  opening  bywa3^s  to  greater 
McCaskey  success. 

Systems  for  Doctors 

Doctors  were  considered  as  possible  prospects  for  a ‘One 
Writing’  System  as  far  back  as  1906  and  1907.  From  that  time 
until  the  fall  of  1909  experiments  v/ere  underway  to  determine 
the  most  satisfactory  method  of  cutting  down  the  doctor’s 
bookkeeping  v/aste  and  aiding  him  to  better  his  business  condi- 
ion  in  a like  manner  to  the  merchant.  The  pyramid  bank  of 
leaves  in  cabinets  to  be  placed  on  pedestals,  desks  or  tables, 
and  the  pedestals  themselves,  desks  and  safes  were  manufac- 
tured or  provided  by  the  McCaskey  Register  Conipany. 

With  ‘One  Writing’  the  doctor  was  enabled  to  take  down 
data  and  make  changes  at  the  time  of  visitation.  These  slips, 
carried  in  a pocket  bister}^  case,  were  filed  within  a visible  metal 
file  for  instant  reference  in  his  office.  Drawer  space'  was  given 
in  the  pedestals  and  desks  for  the  keeping  of  case  histories  in 
box  folders.  Education  toward  saving,  impressive  demonstra- 
tion of  the  possible  ways  for  increasing  collections  and  incomes 
and  the  pronounced  evidence  of  worth  in  the  case  history  id^a 
ioined  to  awaken  the  doctor’s  sense  of  need  for  efficiency  in 
keeping  his  records.  The  Professional  Sj^stem  of  Accounts  for 
Physicians  and  Surgeons  was  launched  in  1909  and  with  but 
few  changes  resulting  from  experience  and  progress  has  shown 
a phenomenal  success  in  its  field. 

In  England  and  Canada 

But  a fev/  months  after  the  installation  of  a London  office 
of  the  McCaskey  Register  Company  a producing  plant  was  con- 

-9- 


McCASKEY  HISTORY 


sidered  and  finally  developed  in  Manchester.  Early  in  1914  the 
Alliance  or  mother  company  sent  delegates  to  Manchester  to 
open  up  the  printing  of  ‘Coupon’  check  books  as  the  English 
term  the  salesbook.  McCaskey  presses  were  installed  and 
European  and  Asiatic  requests  for  the  McCaskey  Systems  and 
supplies  are  now  adequately  handled  by  this  company. 

More  than  ten  years  after  the  organization  of  the  McCas- 
key Systems  Etd.,  in  Hamilton  and  later  in  Toronto,  this  com- 
pany took  steps  to  acquire  and  operate  a new  and  up-to-date 
plant  in  Gait,  Ontario,  about  forty  miles  from  Toronto.  The 
company  was  installed  in  the  new  Galt  plant  July  1920. 

The  Boston  Press 

New  England  called  to  the  McCaskey  Company  in  1910  for 
a special  quality  of  book  for  their  quiet  and  conservative  New 
England  users  and  prospects.  As  a result  the  first  step  toward 
expansion  in  this  country  was  effected  with  the  installation  of 
a printing  plant  in  Boston,  Massachusetts.  The  first  orders  for 
this  high  grade  specialty  product  were  filled  in  the  earlv 
months  of  1911.  Today  the  ‘Boston’  books,  of  a quality  adapted 
to  the  highest  grade  of  merchandising,  mark  the  output  of  this 
press  and  are  to  be  found  in  every  state  in  the  Union. 

*One  Writing  in  Industry 

As  far  back  as  1908  the  McCaskey  Register  Company  was 
working  on  a third  system  for  the  Eastman  Kodak  Company, 
Rochester,  N.  Y.  The  first  two  systems  were  equipped  to 
handle  1260  accounts  each  and  the  order  which  was  being  filled 
in  December  of  that  year  for  the  same  company  was  to  care  for 
1500  individual  items. 

Quick  to  grasp  the  significance  of  time-saving  possible  with 
the  ‘One  Writing’  idea  in  other  fields  than  that  of  the  merchant, 
the  early  McCaskey  designers  worked  with  the  Eastman  Com- 
pany in  the  planning  of  a system  to  handle  their  special  indus- 
trial work.  Years  were  put  in  by  the  company  toward  achiev- 
ing a perpetual  inventory  system,  a tool  check  system,  a double 
stores  control  system  etc.  for  the  particular  use  of  industrial 
concerns. 

Late  in  1915  the  Mansfield  Sheet  and  Tin  Plate  Company, 
Mansfield,  Ohio,  installed  a double  stores  control  system.  The 
Massillon  Rolling  Mill  followed  in  the  first  months  of  1916 
with  a perpetual  inventory.  Later  the  Eastman  Kodak  Com- 
pany made  acquisition  of  an  up-to-date  tool  check  system 
which  was  equipped  to  keep  track  of  16,000  items.  Records  still 
farther  back  than  1908  show  that  the  Florence  Casket  Company 
of  Florenc^e,  Mass.,  installed  and  applied  to  their  special  needs 
the  McCaskey  ‘One  Writing’  method  in  1906. 

The  mere  saving  of  time  in  checking  tools  with  one  writing 
to  the  extent  in  which  it  is  demonstrated  by  the  Eastman  Com- 
pany and  many  other  large  concerns  shows  an  actual  money 
saving  of  unlimited  amounts.  Each  amount  saved  becomes  so 
much  added  to  the  profits  of  the  company  concerned.  Today 
the  Industrial  Systems  of  the  McCaskey  Register  Company  are 
being  applied  to  the  individual  requirements  of  any  line  of  in- 
dustrial pursuit.  Listed  as  products  of  this  division  are  the 
Perpetual  Inventory  System,  the  Cost  System  including  check 
on  material  costs  and  pay  roll  fundamentals,  the  Systems  for 
Dispatching,  Routing,  Planning  and  Machine  Control,  and  the 
Tool  Room  or  Tool  Crib  Check  System. 


—10— 


McCASKEY  HISTORY 


Among  those  in  the  manufacturing  field  who  have  installed 
'‘One  Writing”  and  the  purposes  to  which  they  have  applied 
it,  are  : — ■ 

The  Wheeling  Steel  Corp.,  for  material  and  labor  control 
(19,000  items);  the  Mansfield  Sheet  & Tin  Plate  Co.,  for  dual 
stock  inventory;  the  Armstrong  Cork  Co.,  for  material  control 
and  tool  check;  the  Eastman  Kodak  Co.,  for  tool  check,  labor 
distribution  and  parts  follow-up  (16,000  items) ; The  Hupp  Mo- 
tor Co.,  for  tool  check  and  parts  inventory  control;  Dodge 
Brothers  Inc.,  for  tool  check  and  parts  inventory  control; 
Mason  Tire  & Rubber  Co.,  for  tool  check  and  perpetual  inven- 
tory; the  Stewart-Warner  Speedometer  Co.,  for  parts  follov\^- 
up;  the  Bassick  Manufacturing  Company ( Alemite  Systems) 
for  tool  check;  Durant  Motors  Inc.,  for  tool  check;  Harvey 
Hubbell  Inc.,  (pull  socket  mfgrs.)  for  production  control  (16,- 
000  items) ; A.  B.  Kirshbaumn  Co.,  Philadelphia,  clothing  mfgrs. 
for  order  follow-up;  Joseph  & Feiss,  Cleveland  clothing  mfgrs. 
for  order  follow-up;  International  Harvester  Co.,  Tractor 
Works,  for  tool  check;  Link  Belt  Mfgr.  Co.,  for  tool  check; 
Peggy  Paige  Inc.,  dress  mfgrs.,  for  order  follow-up;  Murad 
Radio,  Inc.,  for  inventory. 

When  Fires  Burn 

When  fires  burn  unbidden  there  is  destruction  and  loss. 
The  McCaskey  systems  giving  fire  protection  were  born 
of  early  McCaskey  Company  experience.  Shortly  after 
the  first  years  of  McCaskey  life  the  thought  of  a safe 
register  was  being  turned  over  in  the  minds  of  the  company. 
In  1906  when  the  phenomenal  sales  of  the  company  were  eclips- 
ing the  growth  of  previous  specialty  sales,  fire  brought  a set 
back  to  the  Alliance  factory. 

Orders  were  coming  in  at  a heavy  rate  when  all  of  a large 
stock  of  wooden  registers  on  hand  at  the  factory  were  destroy- 
ed b}^  fire.  In  thirty  days  a new  stock  was  developed  and  a 
fighting  McCaskey  spirit  successfully  kept  the  orders  filled. 
How'ever,  it  is  true  that  if  AIcCaskey  prospects  had  failed  to 
ask  for  fire  protection  of  their  accounts  before  that  time,  that 
the  McCaskey  Company  was  invited  by  this  experience  to  re- 
alize that  McCaskey  registers  would  burn. 

Years  passed  before  the  safe  register  idea  took  practical 
form.  In  1911  and  1912  the  experimental  department  began  to 
bend  serious  efforts  in  this  direction.  A combination  of  ideas 
finally  resulted  in  the  production  of  a cabinet  made  of  two 
metal  boxes,  one  pressed  out  of,  cold  drawn  steel  making  pos- 
sible the  elimination  of  v/elded  joints,  a serious  weakness  in 
safe  construction.  The  lid  was  similarly  formed  and  when 
closed  over  the  base  of  the  cabinet  the  total  became  hermetic- 
ally sealed  by  a cam  lock.  A dead  air  space  was  provided  be- 
tween the  leaves  which  rest  in  the  base  of  the  cabinet  giving 
added  protection  against  fire.  Air  v/as  prevented  from  getting 
in  when  the  cabinet  was  locked  and  further  assurance  against 
fire  was  given. 

Tests  were  made  time  after  time  before  the  company  had 
completed  the  cabinet  construction  described  above.  Other 
supposed  safe  registers  were  placed  with  the  McCaskey  pro- 
duct in  ever3"  case.  There  came  a day  when  the  fire  failed  to 
bring  disaster;  when  the  McCaskey  Safe  Register  withstood 
all  onslaughts  and  produced  its  salesslips  and  government  notes 

—11— 


McCASKEY  HISTORY 


iinscorched,  undisturbed  in  any  way.  That  date  was  September 
5,  1914. 

The  Alliance  Fire  Chief  at  that  time,  K,  O.  Stickle  bore 
witness  to  the  purposely  planned  conflagration.  Over  fifty 
railroad  ties,  pine  boards,  oil  and  other  highly  inflamable  and 
heat  conducting  forces  were  used.  Four  McCaskey  Safe  Reg- 
isters and  the  leading  competing  product  claiming  fire  protec- 
tion were  submitted  to  this  blaze. 

McCaskeys  Withstand  Flames 

In  twenty  minutes  the  competing  register  was  in  flames.  It 
was  withdrawn  and  the  fire  put  out.  The  slips  within  were 
charred  to  a crisp.  After  three  quarters  of  an  hour  the  four 
McCaskey  registers  were  pulled  from  the  smoking  ashes.  In 
no  case  had  the  fire  harmed,  warped  or  injured  the  registers  in 
any  v/ay.  When  withdrawn  the  slips  and  notes  v/ere  in  perfect 
condition.  The  fire  chief  and  the  company  were  agreeably  de- 
lighted with  the  test  and  the  former  swore  out  an  affidavit  to 
the  test  before  a notary. 

In  a few  w^eeks  the  McCaskey  Safe  Register  System  was  on 
the  open  miarket.  In  a few  years  it  had  weathered  unnumber- 
ed tests  from  the  actual  fires  and  disasters  of  real  life.  Where 
closed  and  locked,  when  left,  it  has  withstood  without  destruc- 
tion of  a single  account  or  slip  in  many  of  the  hottest  and  most 
vicious  fires  that  many  towns  have  ever  witnessed.  It  was 
successful  in  1914  and  it  is  proving  successful  today.  Many 
merchants  ov/e  their  ability  to  meet  the  insurance  adjuster 
v/ith  figures  and  proof  of  loss  to  the  sole  power  of  the  McCas- 
key Safe  Register  System  to  protect  those  figures  for  them. 

Operate  to  Improve 

Operations  toward  improving  the  service  of  the  register 
systemxs  and  the  recorders  took  place  during  the  years  from 
1910  to  the  present  time.  It  became  advisable  in  the  strengthen- 
ing of  the  McCaskey  service  to  users  to  alter  the  standard  de- 
signs of  cabinets  at  times  to  produce  a register  for  some  par- 
ticular line  of  business.  In  this  connection  a laundry  register 
was  developed  in  1910,  one  whose  leaves  accommodated  mor^ 
accounts  than  the  regular  commercial  register  due  to  a coupon 
system  of  keeping  the  check  on  customer’s  accounts.  What 
was  called  a package  register  was  planned  and  sold  in  1911.^  In 
the  summer  of  the  same  year  the  double  single  was  establish- 
ed in  stock.  This  register  gave  the  advantage  of  two  banks  of 
leaves  in  one  cabinet. 

Up  to  1910  the  credit  systems  were  provided  with  a per- 
manent index  on  paper.  Of  paramount  importance  to  the  suc- 
cess of  the  ‘One  Writing’  idea  vras  the  index  feature  of  the 
register.  Speed  in  finding  the  account  of  the  customer  was 
questioned  seriously  by  the  merchant  in  early  days  and  even  at 
this  time  non-users  unknowingly  question  the  McCaske}^  sav- 
ing of  time  in  rush  hours.  The}^  have  to  be  shown  and  can 
easily  be  won  over  where  they  once  view  a system  in  action 
The  index  was  so  arranged,  in  alphabetical  order,  that  the  mer- 
chant could  glance  at  the  paper  diagram  find  the  name  and  the 
number  of  the  compartment,  then  quickly  reach  for  the  right 
leaf,  numbered  at  the  top,  and  open  to  the  account  of  his  cus- 
tomer. 

The  interchangeable  index  behind  a glass  plate  and  on  a 
leaf  of  the  register  was  the  installation  of  1910.  The  glass  can 

—12— 


McCASKEY  HISTORY 


be  withdrawn  and  slips  with  the  customer’s  name  inserted  in 
slots  under  the  proper  initial.  Another  change  for  the  better 
in  locating  the  customer’s  account  with  haste  followed  in  1911, 
the  manufacture  of  the  ‘kwikfind’  leaves.  In  the  place  of  a pre- 
vious flat  surface  on  the  upper  edge  of  the  leaf  where  the  mer- 
chant or  clerk  grasps  for  the  right  leaf,  a triangular  ridge  has 
been  added  and  gives  increased  speed  in  making  selections  of 
leaves  desired. 

A WlcCaskey  Credit  Account  System  Bearing  The 
Label  of  the  Underwriters'  Laboratories 

From  1914  ten  years  were  given  to  the  study  of  the  mer- 
chant’s needs,  and  to  experimenting  with  system  housings  of 
the  modern  safe  type.  The  result  of  this  decade  of  research 
v/as  the  introduction  in  1925  of  a McCaskey  Account  System 
housed  in  a cabinet  of  safe  design  and  that  safe  bearing  the 
Class  B label  of  the  Underwriters’  Laboratories  as  a guarantee 
of  its  protective  strength. 

In  addition  to  the  exceptional  protection  against  fire  of- 
fered by  the  system  housing  bearing  the  Underwriters’  label, 
increased  account  capacity  within  a single  unit  and  safe  capa- 
city for  petty  cash,  important  papers  and  records  other  than 
accounts  were  provided. 

More  than  ever,  with  the  introduction  of  the  new  systems 
granting  maximum  fire  protection,  the  McCaskey  Account  Sys- 
tem became  not  only  a protection  to  accounts  from  the  system 
angle  but  an  insurance  on  outstanding  accounts  as  well.  In 
fact  these  systems  were  bought  because  of  the  desire  of  mer- 
chants to  insure  their  accounts  in  the  most  effective,  known 
manner. 

This  step  by  the  McCaskey  Register  Company  interpreted 
the  merchant’s  wants  correctly;  again  as  a pioneer  the  com- 
pany presented  the  first  and  only  product  of  its  kind  to  be 
had,  a credit  account  system  housed  in  a cabinet  bearing  the 
stamp  of  approval  of  the  Underwriters’  Laboratories  and  of- 
fering the  extreme  simplicity  and  value  found  in  McCaskey^ 
^‘One  Writing”  methods. 

Electric  Recorder  History 

The  Kantforget  Recorder  of  1909  underwent  certain  chang- 
es and  became  the  Electric  Recorder  of  1912  and  succeeding 
years.  This  product  was  improved  from  time  to  time  until 
1922  when  the  McCaskey  Cash  Register  System  with  its  excep- 
tional record  keeping  advantages  and  automatic  accuracy  in 
operation  began  to  replace  the  Electric  Recorder.  In  1926  the 
latter  was  abandoned  entirely;  it  had  become  an  obsolete  equip- 
ment in  the  face  of  the  remarkable  services  of  the  combination 
cash  register  and  adding  machine  equipment  as  improved. 

Back  to  Salesbooks 

Flat  press  days  of  1906  gave  the  company  great  satisfaction 
when  1000  books  a day  could  be  rolled  from  the  presses  in  ca- 
pacity performance.  The  price  list  issued  in  April  of  that  year 
showed  that  an  even  twenty  styles  were  given  the  salesman  on 
which  to  quote  to  the  customer. 

But  times  were  changing  even  then.  The  ingenuity  of  the 
McCaskey  printers  was  working  toward  the  formation  of  new 
forms  and  styles  to  accommodate  more  ably  the  growing  class 
of  salesbook  users.  When  the  McCaskey  Systems  first  awoke 


^13- 


McCASKEY  HISTORY 


need  for  an  outlaw  size  of  salesbook  few  grocers,  butchers,  etc, 
had  ever  used  books.  The  department  and  dry  goods  stores 
formed  the  largest  class  of  retail  trade  interested  in  them.  The 
outlaw  size  gave  need  for  the  producing  of  various  outlaw 
styles.  McCaskey  presses  were  assembled  to  supply  these  more 
unusual  styles  with  the  same  McCaskey  quality  books  as  were 
produced  in  the  more  popular  styles. 

Today  the  McCaskey  salesman  is  able  to  quote  from  his 
price  list  on  a much  wider  range  of  styles  of  carbon-backed  and 
single  carbon  salesbooks.  He  is  enabled  to  point  to  a press 
equipment  which  includes  fleets  of  rotary  and  flat-bed  self 
feeding  presses  which,  v/ith  the  aid  of  a group  of  automatic 
presses  for  smaller  forms,  could  produce  the  immense  total  of 
2,500,000  salesbooks  a month  at  capacity  production.  More  than 
forty  presses  made  up  the  equipment  of  the  printing  depart- 
ment in  the  spring  of  1927. 

Perhaps  the  greatest  step  forward  toward  salesbook  per- 
fection was  reached  in  the  development  of  the  Blue  Carbon 
Surety  salesbooks  in  1921.  After  long  periods  of  experiment 
the  blue  carbon  ingredients  were  combined  in  such  a success- 
ful proportion  as  to  make  possible  this  most  recent  carbon- 
backing feat.  The  blue  carbon  supplied  the  company  with  a 
product  which  had  the  quality  to  satisfy  the  ultra-critical  sales- 
book user.  It  proved  fifty  per  cent  cleaner  than  the  black. 
Its  reproduction  on  the  duplicate  slip  presented  a perfect  car- 
bon by  color. 

As  McCaskey  Systems  systematized  the  merchant’s  world 
the  call  for  the  McCaskey  'outlaw’  salesbook  became 

so  general  that  it  replaced  the  form^er  standard  size,  and 
today  it  stands  as  the  most  popular  sized  and  handy  salesbook 
on  the  market.  McCaskey  production  of  systems  and  supplies 
forced  competition  to  adopt  the  'outlaw’  standard  before  1914 
when  the  Alliance  factory  was  past  ten  years  in  service. 

From  Credit  to  Cash 

The  next  ‘Step  Forward’  in  McCaskey  progress  came  in 
March  1922.  The  united  action  on  the  idea  of  presenting  a 
complete  system,  credit  and  cash,  and  a cash  register  system 
for  the  cash  merchant  in  order  to  completely  cover  the  legiti- 
mate McCaskey  field  of  operations,  was  announced  on  that 
date.  For  years  the  need  for  a cash  register  system,  which 
not  only  registered  sales  and  departmentized  business  but  at 
the  same  time  presented  an  adding  power  for  the  securing  of 
the  totals  of  the  business,  cash  or  credit,  with  mechanical  speed 
and  accuracy,  had  been  seen  and  considered.  When  the  mer- 
chant needed  most  an  efficient  means  of  controlling  his  busi- 
ness, cutting  down  his  expenses,  and  maintaining  a balance 
against  bankruptcy  and  failure  during  the  depressive  period  in 
1921  and  earlv  1922  the  company  added  this  cash  register  sys- 
tem for  the  further  prevention  of  leaks  and  losses,  the  saving 
of  time  and  labor  and  the  increasing  of  profits  by  reduction 
of  expense. 

The  Cash  Register  System  includes  a substantial  wood 
cabinet  base  and  cash  drawer  which  supports  an  adding  and 
registering  unit.  It  is  presented  as  a cash  register  section  to 
be  used  with  a McCaskey  credit  register  to  form,  a Complete 
System — Credit  and  Cash;  it  is  introduced  as  a single  unit  to 
take  care  of  the  entire  needs  of  the  cash  business;  and  it  is 
combined  in  a single  unit  with  a small  credit  register  to  meet 


—14— 


MoCASKEY  HISTORY 


the  needs  of  the  merchant  doing  a small  credit  business  and  a 
large  cash  business  as  the  McCaskey  Combination  Single  Unit 
System — Credit  and  Cash. 

In  this  same  connection  an  adding  unit  was  placed  on  the 
market  as  a separate  adding  and  listing  machine,  it  is  the  same 
type  of  registering  and  adding  unit  which  combines  to  form 
the  Cash  Register  System,  a standard  keyboard  with  eight 
banks  of  keys,  a lever  that  operates  the  mechanical  parts  which 
register  the  figures  on  the  detail  strip  and  takes  the  totals,  vis- 
ible detail  strip,  visible  dials  and  visible  keyboard  which  make 
the  system  easy  of  operation  by  anyone  using  it. 

In  the  closing  months  of  1926  a six  bank  adding  machine 
was  presented  to  the  public.  It  was  modeled  after  the  larger 
capacity  machine  from  the  standpoint  of  visibility  and  ease  of 
operation.  This  machine  brought  to  the  merchant  the  very 
equipment  necessary  for  counter  use,  and  to  fill  all  ordinary 
office  adding  machine  requirements. 

With  this  inclusion  of  the  Cash  Register  System  for  the 
cash  store  field,  the  addition  of  the  cash  register  section 
for  the  complete  system  field  and  the  advantage  of  a single 
adding  and  listing  unit  for  merchants  with  need  for  that  feature 
alone,  the  McCaskey  Company  completed  the  cycle  and  fur- 
nished the  merchant  with  the  last  requirement  and  the  most 
complete  account,  record  and  cash  register  system  ever  de- 
veloped. Primarily  and  fundamentally  the  desire  was  expressed 
to  give  the  merchant  a means  of  adding  his  totals  accurately 
and  with  mechanical  speed  as  well  as  permitting  him  to  enjoy 
the  most  pronounced  benefits  which  a cash  register  system 
could  include.  The  McCaskey  Cash  Register  System  and  Cash 
Register  Section  w^as  the  ‘Step  Forward’  of  1922.  It  proved 
itself  at  once  with  the  merchant.  With  progressive  improve- 
ment from  time  to  time  it  has  approached  the  perfection  de- 
sired in  meeting  all  situations  faced. 

1924-1925  Expansion  Program 

After  becoming  a $3,000,000  corporation,  the  company,  as 
always,  worked  in  a larger  and  larger  way  toward  newer  sys- 
tem products  and  improved  units  in  order  to  mamtain  the  sys- 
tem leadership  gained.  Through  the  introduction  of  the  McCas- 
key Cash  Register  System,  the  entry  of  the  McCaskey  Account 
Systems  bearing  the  label  of  the  Underwriters’  Laboratories 
and  the  continual  addition  of  new  and  modern  salesbook  man- 
ufacturing equipment,  together  with  the  natural  growth  of 
business,  there  developed  a serious  need  for  greater  space  in 
which  to  operate.  Consequently,  late  in  1924  another  building 
program  was  launched. 

The  need  for  greater  and  better  office  facilities,  the  need 
for  more  extensive  quarters  toward  unencumbered,  salesbook 
manufacture,  and  the  need  for  greater  accommodations  to 
meet  register  manufacturing  requirements — these  several 
needs  were  faced  to  insure  profitable  advancement  of  the  busi- 
ness. The  step  which  accomplished  satisfactorily  the  expan- 
sion included  the  acquiring  of  a tract  of  several  acres  and  the 
construction  of  a completely  up-to-date  set  of  buildings  to 
house  the  office  and  the  salesbook  factory.  Three  modern 
structures  were  completed  in  1925  on  a million  dollar  project  — 
a three  story  fireproof  office  building,  an  altogether  modern 
salesbook  factory,  and  a power  plant. 

With  the  office  and  salesbook  factory  needs  taken  care 

-15-. 


McCASKEY  HISTORY 


of  in  this  manner,  the  extensive  floor  areas  formerly  given  to 
these  divisions  of  the  business  in  Plant  No.  1 were  released  for 
the  expansion  of  the  register  manufacturing  division  to  an  ex~ 
tent  covering  the  immediate  requirements  of  the  latter  depart- 
ment. The  new  location  of  the  company’s  headquarters’"^f- 
fices  and  salesbook  factory  in  Alliance  offers  sufficient  space 
for  future  growth. 

The  Basis  of  Today* s Success 

Without  regard  to  what  date  “Today”  may  refer,  1927,  1937 
or  1957,  there  is  an  unchanging  basis  for  the  continued  success 
of  the  McCaskey  Register  Company.  The  foundation  on  which 
the  several  McCaskey  System  factories^  and  salesbook  and 
supply  factories,  have  been  built,  and  the  foundation  on  which 
mercantile  success  has  been  maintained  in  the  face  of  a grow- 
ing, severe  com.petition,  has  been  the  McCaskey  “One  Writing’^ 
time  and  labor  saving  system,  together  with  the  introduction 
of  the  McCaskey  Cas^h  Register  Systems,  with  power  to  cut 
down  expense  and  increase  profits  as  the  result  of  systematic 
and  mechanical  speed  and  accuracy  in  the  handling  of  accounts 
and  records. 

With  reference  to  accounts,  one  entry  of  some  kind  must 
be  made  to  provide  a permanent  record  of  any  kind.  The 
McCaskey  “One  Writing”  Sj^stem  success  has  demonstrated 
beyond  question  that  such  records  can  be  kept  v/ith  ONE 
WRITING  ONEY. 

With  reference  to  the  daily,  monthly  and  yearly  records  of 
business  by  itemized,  classified,  transactions,  the  McCaskey 
Credit  and  Cash  Register  Systems,  including  as  they  do  the 
Daily  Record  Sheet  and  the  McCaskey  Business  Recorder,  have 
established  with  finality  that  a simply  operated,  complete  sys- 
tem unit  giving  more  information  and  service  for  the  dollar 
invested  than  was  previously  possible,  meets  the  overwhelming 
need  of  business  everywhere  for  this  type  of  product  and  the 
results  it  is  capable  of  creating. 

The  McCaskey  Register  Company  grew  faster  from  the 
first  than  the  founders  had  a right  to  believe  possible.  In 
comparison  with  other  manufacturers  of  specialty  produces, 
its  accomplishment  in  distributing  close  to  500,000  system 
units  in  less  than  twenty-five  years  in  the  system  field  an- 
nounce it  a leader  of  its  times  by  an  astounding  margin.  The 
company’s  everlasting  appeal  to  the  m.erchant  to  simplify  busi- 
ness methods  and  take  advantage  of  the  full  information  to  be 
obtained  by  efficient  methods  is  in  line  with  the  widespread 
activities  of  the  Chamber  of  Commerce  of  the  United  States 
and  all  sincere  organization  efforts  to  improve  business. 

Remarkable  coverage  of  mercantile  concerns  in  the  dis- 
tribution of  systems  is  responsible  for  the  record  which  the 
company  holds  today  as  the  greatest  force  in  the  past  or  pres- 
ent toward  the  creation  of  the  extensive  salesbook  market.  Not 
only  did  the  McCaskey  Company  originate  the  leading  carbon- 
backed  salesbook  on  the  market  today — it  created  that  market. 

In  early  days  the  McCaskey  Register  Company  manufac- 
tured salesbooks  because  salesbooks  were  necessary  to  the  op- 
eration of  the  McCaske3^  System.  Today,  by  virtue  of  the  un- 
failing quality  put  into  these  salesbooks  and  the  extreme  ex- 
tent to  which  the  system  has  built  demand  for  them,  the  fact 


—16— 


McCASKE  Y HISTORY 


stands  out  that  this  company  has  created  more  salesbook  bus- 
iness than  all  other  forces  and  salesbook  companies  combined. 

More  important  to  the  sales  force  today — the  M'cCaskey 
Register  Company,  through  its  system  distribution,  is  to  con- 
tinually enlarge  on  a tremendous  scale  the  numbers  of  sales- 
book users.  Between  fifty  and  one  hundred  different  lines  of 
business  are  installing  McCaskey  Systems,  credit  or  cash  reg- 
ister systems,  every  passing  week.  As  a consequence,  McCaske/ 
System  prestige  is  interesting  more  and  more  widely  additional 
prospects  for  McCaskey  methods  and  concerns  which  have 
never  even  considered  salesbook  usage  are  being  brought  au- 
tomatically into  the  salesbook  business  field  by  the  adoption 
of  McCaskey  “One  Writing”  methods  and  general  closer  re- 
lationship to  McCaskey  products. 

The  McCaskey  Register  Company  today  is  a great  busi- 
ness organization  moving  progressively  ahead.  It  is  main- 
taining peak  years  in  business  volume  and  earnings.  It  is  pay- 
ing dividends  to  stockholders.  It  is  advancing  its  worthy  em- 
ployes. It  is  developing  greater  opportunities  for  those  of  its 
sales  organization  in  the  form  of  advancement  and  earnings. 
Its  rise  in  the  industrial  world  is  significant — its  future  most 
certainly  tending  to  even  greater  expansion  and  development. 

CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  When  and  where  was  the  McCaskey  System  first 

manufactured?  Tell  something  of  the  conditions 
surrounding  these  beginnings. 

2 —  At  what  dates  did  expansion  begin  to  take  place? 

How  rapidly  did  the  company  grow? 

3 —  When  did  foreign  branches  of  the  business  first 

develop?  Where  are  such  branches  located  to- 
day ? 

A — When  did  McCaskey  “One  Writing”  enter  the  Pro- 
fessional field?  The  Industrial  field?  Name  sev- 
eral nationally  known  Industrial  System  users. 

5 —  When  were  systems  giving  fire  protection  first  in- 

troduced? How  far  has  the  company  advanced 
with  such  equipment  today? 

6 —  Tell  briefly  of  the  McCaskey  development  in  sales- 

book manufacture.  Explain  “Outlaw  size;”  Tell 
something  of  McCaskey  plant  capacity;  When  was 
McCaskey  Blue  Carbon  introduced? 

7 —  What  steps  did  the  AIcCaskey  Register  Company 

take  in  1922  to  include  the  cash  store  in  its  system 
market  ? 

8— — Of  what  does  the  McCaskey  Complete  System  con- 

sist ? 

9 —  What  caused  the  1924-1925  expansion  program? 

10 —  ^On  what  grounds  does  the  company  base  its  be- 
lief in  a great  future  growth  and  development  of 
McCaskey  S^^stem  business? 


—17— 


McCASKEY  SALESMANSHIP 


Chapter  III 

McCaskey  Salesmanship 

You  Must  Have  Enthusiasm 

Enthusiasm,  is  the  dynamics  of  your  personality. 

Without  it,  whatever  abilities  you  may  possess  lie  dor- 
mant and  it  is  safe  to  say  that  nearly  every  man  has  more  la- 
tent power  than  he  ever  learns  to  use.  You  may  have  knowl- 
edge, sound  judgment,  good  faculties;  but  no  one,  not  even 
yourself,  will  know  it  until  you  discover  how  to  put  your  heart 
into  thought  and  action. 

A wonderful  thing  is  the  quality  which  we  call  enthusi- 
asm. It  is  too  often  underrated  as  so  much  surplus  and  use- 
less display  of  feeling,  lacking  in  real  substantiality.  This 
is  an  enormous  mistake.  You  cannot  go  wrong  in  applying 
all  the  genuine  enthusiasm  that  you  can  stir  up  within  you; 
for  it  is  the  power  that  moves  the  world.  There  is  nothing 
comparable  to  it  in  things  which  it  can  accomplish. 

We  can  cut  through  the  hardest  rocks  with  a diamond 
drill  and  melt  steel  rails  with  a flame.  We  can  tunnel 
through  mountains  and  make  our  way  through  any  sort  of 
physical  obstruction.  We  can  checkmate  and  divert  the  very 
laws  of  Nature,  by  our  science. 

But  there  is  no  power  in  the  world  that  can  cut  through 
another  man’s  mental  opposition,  except  persuasion.  And  per- 
suasion is  reason  plus  enthusiasm,  with  the  emphasis  on  en- 
thusiasm. 

Enthusiasm  is  the  art  of  high  persuasion. 

And  did  you  ever  stop  to  think  that  your  progress  is  com- 
mensurate with  your  ability  to  move  the  minds  of  other  peo- 
ple? If  you  are  a salesman,  this  is  pre-eminently  so.  Even  if 
you  are  a clerk,  it  is  the  zest  which  you  put  into  your  work 
that  enkindles  an  appreciation  in  the  mind  of  your  employer 

You  have  a good  idea — don’t  think  that  other  people  will 
recognize  it  at  once.  Columbus  had  a good  idea,  but  he  didn’t 
get  “across”  with  it  without  much  of  this  high  persuasion. 

If  you  would  like  to  be  a power  among  men,  cultivate  en- 
thusiasm. People  will  like  you  better  for  it ; you  will  escape 
the  dull  routine  of  a mechanical  existance  and  you  will  make 
headway  wherever  you  are.  It  cannot  be  otherwise,  for  this  is 
the  law  of  human  life.  Put  your  soul  into  your  work  and  not 
only  will  you  find  it  pleasanter  every  hour  of  the  day,  but  peo- 
ple will  believe  in  you  just  as  they  believe  in  electricity  when 
they  get  in  touch  with  a dynamo. 

And  remember  this — there  is  no  secret  about  this  “gift”  of 
enthusiasm.  It  is  the  sure  reward  of  deep,  honest  thought  and 
hardest,  persistent  work.  — J.  Ogden  Armour. 

What  The  Company  Gives  and  Demands 

This  company  puts  into  your  hands,  as  salesman,  the  most 
complete  and  salable  specialty  products  which  have  ever  been 
placed  in  the  hands  of  specialty  salesmen. 


101 


McCASKEY  SALESMANSHIP 


You  are  supplied  a splendid  class  of  goods.  You  are  armed 
and  equipped  with  systems  and  allied  products  which,  in  point 
of  merit  and  price,  are  absolutely  beyond  the  reach  of  competi- 
tion; which  cover  a field  including  every  line  of  commercial 
activity  engaged  in  by  the  retail  merchant  and  a wide  expanse 
of  wholesale  interests.  No  McCaskey  salesman  need  ever  feel 
the  fear  of  competition  for  a single  instant.  No  McCaskey 
salesman  need  be  idle  for  a single  working  day  with  a territory 
before  him  in  which  every  merchant  is  a prospective  buyer  of 
his  product. 

You  are  supplied  splendid  advertising  support,  unfailing 
assistance  from  the  sales  and  sales  promotion  departments  of 
the  company.  Every  facility  for  doing  business  on  the  big- 
gest and  most  comprehensive  scale  is  placed  at  your  disposal 
— the  strongest  inducements  to  a real  success. 

The  McCaskey  Company  demands  men  who  are  not  only 
smart,  but  industrious;  men  who  are  willing  to  work  with  both 
hands  and  brain;  men  who  are  conscientiously  bound  to  find 
out  the  very  best  way  to  do  everything  that  needs  to  be  done 
in  the  business,  to  learn  the  best  arguments,  the  best  answers 
to  every  objection,  the  best  methods  of  overcoming  every  ob- 
stacle. They  must  subscribe  to  the  best  principles  of  work 
and  accomplishment,  be  men  who  are  bound  to  reach  the  high- 
est pinnacle  of  success. 

There  are  plenty  of  other  businesses  v/here  men  can  lag  be- 
hind and  straggle  half  way  down  the  mountain  side,  and  still 
be  accounted  successful;  but  the  McCaskey  organization  wants 
all  its  people  at  the  top — it  wants  every  man  a “top-notcher.’' 

The  race  for  business  is  so  strenuous  at  the  present  day 
that  only  the  most  enduring,  only  the  swiftest  can  hold  the 
pace ; and  our  organization  cannot  afford  to  keep  v/ithin  its 
ranks  any  man  who,  by  lack  of  conscientious  determination  to 
do  his  best,  holds  back  by  one  step  its  forward  progress. 

The  McCaskey  Company  expects  a salesman  to  spend  six 
days  a week  in  his  territory  in  the  presence  of  possible  buyers. 

It  expects  each  salesman  to  give  information  on  every  call 
on  possible  buyers  and  to  mail  this  information  to  Alliance  on 
the  original  of  the  request  for  follow-up  advertising  form,  the 
duplicate  being  sent  at  the  same  time  to  the  division  manager. 

It  expects  each  salesman  to  mail  his  division  manager  an 
itinerary  card  not  later  than  Monday  morning  of  each  week 
and  additional  cards  when  the  salesman  finds  that  he  is  going 
to  be  forced  to  make  a change — covering  his  itinerary  as  chang 
ed. 

It  expects  each  salesman  to  take  care  of  all  Call  Notices  at 
once;  to  make  a report  from  0-555  on  which  the  Call  Notice  is 
sent  out,  sending  the  original  to  Alliance,  the  duplicate  to  the 
division  manager. 

It  expects  you,  as  salesman,  to  install  all  systems  promptly 
so  that  you  and  the  company  may  enjoy  the  customer’s  good 
will  and  influence,  and  for  the  further  reason  that  the  customer 
will  pay  more  promptly  and  thus  eliminate  the  danger  of  a 
charge  back.  Have  each  customer  sign  an  installation  sheet 
and  mail  to  your  division  manager. 

It  expects  you  to  make  all  of  the  towns  in  your  territory 
and  to  work  each  town  thoroughly  and  at  reasonable  intervals. 


102 


McCASKEY  SALESMANSHIP 


Perhaps  one  of  the  greatest  sources  of  less  to  a salesman  lies 
in  the  fact  that  he  does  not  make  all  his  towns  at  reasonable 
intervals  and  work  them  thoroughly.  Too  often  he  thinks  it 
useless  to  make  certain  towns  or  call  on  certain  individuals. 
Often  he  later  regrets  his  negligence,  finds  that  others  have 
called  and  made  the  sale. 

Make  Your  Territory  Produce 

Be  determined  to  succeed.  Say  to  yourself  at  the  start, 
am  in  this  business  to  sell  systems  and  salesbooks  and  to 
make  money.  I cannot  afford  to  fool  or  trifle  with  it.  I can- 
not afford  to  go  after  it  in  any  haphazard  sort  of  way.  I can- 
not afford  to  neglect  any  ideas  which  will  help  to  make  my 
work  a success.’’ 

If  you  are  really  determined  to  learn  the  most  effective 
way  in  which  every  point  should  be  treated,  you  WILL  learn 
it,  and  you  will  increase  your  sales  accordingly.  If  you  are 
thoroughly  decided  to  it  you  can  do  it.  But  it  will  never  be 
done  by  impatience,  by  not  having  time  to  learn  all  these  wavs 
and  methods.  You  must  know  the  product  and  how  to  meet  the 
circumstances  which  will  face  you.  You  must  have  this  knowl- 
edge so  thoroughly  at  your  command  as  to  present  it  sincerely 
and  with  enthusiasm. 

A salesman  who  knows  what  his  system  will  do,  and  then 
is  not  enthusiastic  over  it,  has  chosen  the  wrong  line  of  busi- 
ness. 

You  have  the  systems,  the  facts,  the  testimony  from  close 
to  500,000  users  to  back  up  the  strongest  and  most  con- 
vincing argument  that  any  salesman  ever  made.  This  ought 
to  fill  your  mind  to  the  brim  with  an  overwhelming  conviction 
of  the  value  of  what  you  are  offering.  No  objection  or  argu- 
ment of  a prospect  ought  to  nonplus  you  or  force  you  to  waver 
for  a single  instant  in  the  determination  to  place  the  matter 
fully  and  squarely  in  its  true  light. 

Your  flaming  enthusiasm  should  be  so  strong  as  to  sweep 
away  doubts  and  objections  like  so  much  chaff.  You  can  know 
that  you  are  offering  as  unquestionable  a source  of  profit  as 
any  government  bond  from  which  there  is  nothing  to  do  but 
clip  coupons.  The  fact  that  your  prospect  does  not  see  it  in 
that  light  at  first  does  not  alter  the  truth  a particle.  You  see 
it!  You  KNOW  it!  Experience  of  hundreds  of  thousands  of 
merchants  has  demonstrated  it.  They  vouch  for  it.  You  must 
make  him  see  it,  and  when  he  does  HE  WILL  BUY  IT! 

Work  your  territory  thoroughly.  Don’t  think  that  your 
success  is  a question  of  territory.  Success  depends  a great  deal 
more  on  how  you  work  the  territory.  Cultivate  your  territory 
like  you  would  till  a piece  of  soil.  There  are  gardeners  with 
a half  acre  lot  who  make  more  money  than  the  average  farmer 
does  out  of  a hundred  acre  farm;  no  better  land  but  better  care, 
thorough  work  toward  the  best  results  from  every  available 
inch. 

Many  salesmen  make  the  mistake  of  looking  upon  the  Mc- 
Caskey  System  business  as  one  which  the  individual  salesman 
cannot  build  up  for  himself.  They  think  or  act  on  the  basis — 
‘‘Make  the  sale ; get  all  the  commission  you  can.  and  be  done 
with  it.”  Treated  that  way,  it  is  true  that  the  McCaskey  Sys- 
tem business  cannot  be  built  up. 

But— if  you  are  long  headed  about  it  and  sell  to  each  pur- 
chaser the  system  which  you  are  convinced  that  he  ought  to 

103 


McCASKEY  SALESMANSHIP 


have,  conscientiously,  from  his  point  of  view,  take  pains  to  see 
that  it  is  properly  and  promptly  installed,  show  him  how  to 
operate  it  correctly  and  get  the  very  best  in  benefits  from  it, 
and  make  it  a charge  on  your  mind  whenever  you  can  to  give 
him  any  suggestions  or  pointers  on  it,  you  will  not  only  save  a 
lot  in  dissatisfaction  and  time  and  worry  in  making  wrong 
things  right,  but  you  will  positively  do  something  in  building 
up  a business  for  yourself  in  the  same  way  that  a commercial 
business  is  built  up. 

Consider  Towns  as  Customers 

It  is  true  that  a man  does  not  wear  out  or  use  up  a Mc- 
Caskey  System  as  he  does  groceries;  but  you  should  consider 
towns  as  your  customers,  just  as  individuals  are  the  customers 
of  a com.mercial  business  and  realize  that  one  town  will  buy 
many  systems  if  it  is  properly  handled,  that  it  will  return  an 
income  from  salesbooks  alone  where  prospects  are  closely  fol- 
lowed up  that  will  make  the  town  a beneficial  place  to  work 
and  keep  in  line  at  all  times. 

Check  over  the  towns  that  you  have  made  and  keep  an  eye 
on  the  ones  you  have  not  made.  Make  them  all — do  not  neglect 
any  of  them.  Make  return  calls  on  all  of  them. 

If  you  would  be  a successful  salesman,  be  like  the  success- 
ful farmer  who  does  not  cultivate  onlj^  a small  part  of  his  ter- 
ritory. Do  not  let  the  weeds,  “Competition  and  unbelief”  be- 
come rooted  in  an  unworked  part  but  keep  the  plants  and 
shoots  of  the  McCaskey  way  in  all  parts  and  see  to  it  that  they 
keep  sprouting. 

Cultivate  your  territory  by  making  all  of  the  towns  at  in- 
tervals and  calling  on  EVERYBODY  in  each  town  and  at- 
tempting to  sell  everyone  one  or  more  of  your  products,  and 
make  return  calls.  In  all  cases  report  each  system  prospect 
called  on  to  your  compaii}^  and  each  salesbook  prospect  to  your 
division  office  that  the  advertising  and  other  follow-ups  may 
be  brought  into  action  and  the  greatest  support  given  toward 
system  and  salesbook  distribution. 

The  livest  mailing  list  for  your  territory  will  be  the  list  of 
S3'^stem  prospects  you  have  called  on,  if  you  cover  your  terri- 
tory and  if  your  reports  are  mailed  in  promptly.  Complete  ad- 
vertising follow-up  combining  one,  two,  three  and  even  four 
pieces  of  advertising  go  forvrard  on  this  list. 

Probably  the  most  serious  mistake,  which  good  salesmen 
make,  results  from  failure  to  get  all  of  the  advantages  out  of 
a sale  once  made.  Even  good  salesmen  are  apt  to  think  that 
when  a contract  is  once  signed  they  have  received  all  the  profit 
possible  to  them  in  that  direction.  As  a matter  of  fact,  there 
is  ho  more  valuable  assistance  which  a salesman  can  turn  to  his 
account  than  the  good  will  of  a satisfied  system  or  salesbook 
customer.  When  properly  used  it  is  a perpetual,  standing  ad- 
vertisement in  the  very  locality  where  he  needs  it  most. 

Properly  Made  Sales  Count 

One  sale  properly  made  and  the  contract  fulfilled  on  the 
salesman’s  part  to  the  letter,  and  beyond,  is  worth  three  or 
more  improperly  made,  even  with  a larger  commission  on  ev- 
ery one  of  them.  The  sale  properly  made  will,  help  to  make 
many  others.  The  several  improperly  made  are  liable  to  elim- 
inate all  further  dealings  vcith  the  buyers  themselves  and  then 
soread  dissatisfaction  among  other  merchants  throughout  the 
vicinity. 


104 


McCASKEY  SALESMANSHIP 


When  you  make  one  sale  in  a town,  no  matter  how  small  it 
might  be,  use  that  one  as  a lever  to  make  others.  It  has  been 
proven  by  our  own  most  successful  salesmen  that  there  is  hard- 
ly a territory  in  which  it  does  not  hold  true  that  the  more  sys- 
tems you  sell,  the  more  you  CAN  sell. 

Work  your  territory  closely.  One  reason  why  some  terri- 
tories are  never  in  good  shape  is  that  they  have  just  been  skim- 
med, not  worked  closely  enough.  When  you  go  to  a town  to 
see  one  man,  you  lose  the  benefit  of  that  trip  if  you  immediate- 
ly leave  for  another  town  and  another  man.  McCaskey  Systems 
cover  such  a vast  area  of  possibilities  that  you  can  afford  to 
completely  cover  every  town,  see  every  merchant  before  you 
leave.  You’ll  make  sales  you  never  dreamed  were  a possibility, 
make  your  expenses  go  farther  and  build  up  a real  McCaskey 
business  of  your  own  which  will  return  greater  profits  to  you. 

Your  territory  has  been  given  you  with  the  understanding 
that  you  will  give  your  whole  time  and  energy  to  working  it. 
Do  not  pass  small  towns  with  the  idea  that  there  is  no  business 
in  them.  No  merchants  have  more  need  for  a system,  or  would 
derive  greater  benefit  from  its  use.  The  country  merchants 
who  have  little  or  no  system,  or  the  town  fellows  who  have 
felt  themselves  too  small  for  registers  and  systems  will  be 
found  a most  profitable  part  of  the  territory. 

A door  to  door  canvass  of  the  merchants  in  a town  is  very 
important  to  keeping  a territory  properly  covered  and  the  Mc- 
Caskey Systems  thoroughly  before  every  prospect.  From  door 
to  door  you  will  find  prospects  for  good  systems  where  you 
never  would  otherwise  give  yourself  a chance  to  find  them. 
The  salesmen  who  thoroughly  canvass  the  towns  in  their  terri- 
tory become  the  most  successful  business  getters  on  the  sale- 
force. 

Six  days  a week  in  the  territory,  an  unhesitating,  applica 
tion  to  business  even  in  the  evenings  where  opportunities  caJ 
be  made  and  unfailing  attention  to  the  reports  and  communica 
tions  between  you  and  your  division  and  company  offices  g 
far  toward  making  a territory  pay.  You  can  do  it  because  otl: 
ers  have ! 

The  Product,  An  Ideal  System 

In  the  commercial  field  the  McCaskey  Register  Compan 
has  placed  an  ideal  system.  Based  upon  speed  and  accurac 
in  keeping  the  merchants’  records,  both  the  credit  and  cash  re. 
ister  systems  have  subscribed  to  the  qualifications  necessar 
to  the  greatest  saving  in  time,  labor  and  expense  and  the  grea 
est  service  to  both  merchant  and  customer. 

Of  paramount  importance  is  the  credit  system  which  Ivji 
accomplished  so  much  in  the  replacement  of  time-v/orn  met'  ** 
ods  requiring  many  times  the  time  and  labor  necessary  in  kee  » 
ing  business  records.  Of  miore  recent  introduction  is  the  M • 
Caskey  Cash  Register  System  for  the  cash  store  or  cash  e 1 
of  any  business.  It  is  ideal  in  the  speed  and  accurac}^  w’  I 
which  it  can  handle  the  entire  sales  and  cash  records  of  a /' 
business.  Equipped  as  it  is  with  a registering,  listing  and  ad  ■ 
ing  unit,  symbols  to  separate  the  sales  by  clerks,  departmen  ) 
and  accounts,  and  a Business  Recorder  in  which  to  place  t‘  ) 
totals  mechanically  obtained  the  cash  register  system  coi  ♦ 
bines  successfully  every  feature  which  the  merchant  requit  ) 
to  keep  his  business  most  intelligently  under  control. 

There  are  certain  features  necessary  to  an  ideal  credit  s] 

105 


McCASKEY  SALESMANSHIP 


tern.  The  ideal  book  of  original  entry,  that  on  which  “One 
Writing”  will  give  a permanent  record;  the  ideal  account,  that 
which  is  always  posted  and  balanced  to  date  for  instant  settle- 
ment; and  the  ideal  statement,  which  gives  the  customer  his  ac- 
count standing  to  date  with  every  purchase  made;  these  three 
elements  are  essential  to  the  ideal  system  of  accounts.  Their 
availability  with  the  McCaskey  Credit  Section  is  the  ground 
work  upon  which  the  McCaskey  way  was  built  up.  For  this  rea- 
son the  McCaskey  System  is  the  credit  system  leader  in  the 
commercial  field. 

Below  are  outlined  the  attributes  of  an  ideal  system  of  ac- 
counts. To  tell  of  these  the  McCaskey  System  is  prepared  to 
agree  most  successfully: 

WHAT  CONSTITUTES  AN  IDEAE  SYSTEM 
OF  ACCOUNTS? 

(1)  The  Ideal  Book  of  Original  Entry  is  the  salesbook,  be- 
cause: Sales  people  can  carry  salesbooks  with  them. 

Salesbooks  make  it  easy  for  the  sales  people  to  make 
charges. 

Salesbooks  make  it  possible  to  take  the  order  first  and  as- 
semble the  goods  afterwards  and  check  them  off  as  assem- 
bled, and  thus  make  sure  that  all  items  are  charged. 

Salesbooks  make  it  possible  to  take  orders  over  the  tele- 
phone, or  by  driver  and  fill  them  without  copying  them. 

(2)  The  Ideal  Account  is  one: 

That  combines  the  original  entry  with  the  final  entry  so 
that  it  is  not  necessary  to  look  elsewhere  for  records  as  evi- 
dence or  verification,  as  the  original  entry  is  the  only  entry 
of  value  for  these  purposes. 

That  eliminates  the  work  of  posting  and  making  itemized 
statements,  for  it  not  only  eliminates  work  but  also  chances 
for  errors  in  recopying. 

That  is  always  posted,  balanced  and  ready  for  instant  set- 
tlement without  the  possibility  of  overlooking  unposted 
items. 

That  is  acknowledged  by  the  customer  to  be  correct. 

That  is  readily  accessible  so  that  the  accounts  may  be  ex- 
amined easily  and  quickly. 

That  may  be  limited  and  the  limit  brought  to  the  attention 
of  the  one  completing  the  charge  so  that  they  may  become 
aware  of  the  customer's  credit  limit  before  he  gets  his  charge 
purchase. 

That  enables  the  merchant  to  check  up  promises  to  pay 
automatically. 

That  the  customer  will  pay  promptly,  without  questioning, 
and  thus  cause  nothing  to  mar  his  appreciation  of  the  fact 
that  credit  service  has  been  extended  to  him. 

(3)  The  Ideal  Statement  is  one: 

That  enables  the  customer  to  SEE  at  the  time  the  trans- 
action takes  place,  and  the  details  are  fresh  in  his  mind 
whether  or  not  his  account  is  absolutely  correct  after  a 
charge  has  been  added  or  a credit  deducted. 

That  enables  the  customer  to  KNOW  at  all  times  what  he 
owes,  so  that  he  can  provide  to  meet  it. 

That  enables  the  customer  to  see  vvhit  he  is  spending  from 
time  to  time  so  that  he  can  live  within  his  income. 

1G6 


McCASKEY  SALESMANSHIP 


That  makes  it  EASY  for  the  customer  to  pay  his  bill 
whenever  he  wants  to,  regardless  of  what  time  of  the  month 
it  is. 

That  is  made  at  the  same  time  the  original  entry  is  made 
and  shows  the  customer’s  ‘Account  to  date’  so  as  to  attach 
a value  to  it  to  the  extent  that  the  customer  will  insist  on 
getting  it,  force  the  clerk  to  make  the  charge  in  order  to 
give  the  customer  this  information  which  he  cannot  get 
without  the  “account  forwarded’’  and  the  record  of  the  latest 
purchase. 

The  Product 

The  McCaskey  product  is  designed  in  utmost  simplicity  to 
take  care  of  the  record  needs  of  the  merchant,  credit  or  cash. 
The  McCaskey  Complete  System — Credit  and  Cash,  the  Mc- 
Caskey Cash  Register  Sj^stem  and  the  McCaskey  Combination 
Single  Unit  System  care  for  the  severally  different  situations. 
The  McCaskey  Complete  System — Credit  and  Cash,  cares  for 
the  credit  accounts  as  well  as  the  cash  records  and  will  be  con- 
sidered in  this  summary  as  representative  of  the  McCaskey 
Systems. 

Accounts  receivable  or  charge  accounts  with  customers,  ac- 
counts payable  or  credit  accounts  held  by  wholesalers  and  the 
controlling  accounts  which  deal  with  the  income  and  expense, 
statistics  and  conditions  of  the  business  include  those  kept  by 
the  successful  merchant. 

With  a carefully  kept  record  of  his  charge  accounts  with 
customers,  the  merchant  is  able  to  obtain  his  money,  keep 
track  of  his  outstanding  totals  and  plan  to  keep  his  collec- 
tions on  his  credit  accounts  coming  in  with  regularity. 

By  keeping  accurate  and  up-to-date  record  of  his  in- 
voices and  checks,  the  discount  dates,  etc.,  he  is  enabled 
to  meet  or  plan  intelligently  the  payment  on  his  accounts  ow- 
ing to  wholesalers,  stand  b}^  his  obligations  and  maintain  a rep- 
utation as  good  credit,  and  as  a good  man  to  do  business  with. 

Not  only  must  the  modern  merchant  know  his  totals  of  out- 
standing debts  and  credits  but  also  the  expenses  and  income 
derived  from  doing  business,  statistics  regarding  departments, 
clerks  and  accounts  ; totals  for  the  days,  months  and  years  in 
such  a condition  that  he  can  keep  them  with  the  least  possible 
effort  yet  be  able  to  compare  them  and  keep  track  of  his  pro- 
gress or  backward  trend  at  all  times.  The  McCaskey  S3''stems 
provide  an  absolute  check,  the  entire  information  which  is  nec- 
essary to  his  success  and  the  means  for  keeping  that  informa- 
tion up  to  date  in  the  best  and  simplest  way,  with  absolute  ac- 
curac3^  and  speed. 

The  Complete  System 

The  McCaskey  Complete  S3^stem — Credit  and  Cash — con- 
sists of  the  following  three  fundamental  divisions  : 

(1)  The  Credit  Section,  a McCaskey  Account  Register. 

(2)  The  Cash  Register  Section,  or  McCaskey  Cash  Reg- 

ister System. 

(3)  The  McCaskey  Daily  Record  Sheet  and  The  McCas- 

ke}''  Business  Recorder. 

The  Credit  Section  handles  the  customer’s  account  with 
but  ‘One  Writing’  and  is  the  greatest  labor-saving  and  time- 
saving device  ever  invented  for  commerc'al  accounting.^  In 
giving  this  service  the  McCaskey  Credit  Section  eliminates 
fosses  due  to  other  methods  or  lack  of  methods,  increases  ser- 

107 


McCASKEY  SALESMANSHIP 


vice  to  customers  and  consequently  customer  satisfaction  and 
throws  every  possible  safeguard  about  the  account  itself. 
Many  hours  of  time  are  released  for  business  building,  ex- 
penses are  cut  down,  losses  and  mistakes  are  stopped  and  the 
business  is  carried  forward  in  the  most  intelligent  manner. 

Through  the  Cash  Register  Section  the  merchant  is  per- 
mitted a means  of  registering  and  listing  sales,  departmentiz- 
ing  his  business,  securing  records  by  clerk  or  accounts  and  ob- 
taining all  of  his  business  and  record  totals  with  mechanical 
speed  and  accuracy.  When  each  sale  is  registered,  the  depart- 
ment or  clerk  and  account  to  which  the  sale  is  credited  is  reg- 
istered at  the  same  time.  The  figures  can  be  taken  off  at  the 
end  of  the  day,  quickly  added  on  the  cash  register  system  me- 
chanically and  set  down  in  the  Business  Recorder.  The  total 
of  the  cash  receipts  for  the  day  is  carried  in  the  total  dials  of 
the  system  during  the  day  and  can  be  viewed  at  any  time  by 
the  owner.  This  total  can  be  locked  from  the  inspection  of  all 
not  given  access  to  the  dial  shutter  key. 

All  original  entries  of  business  transactions,  together  with 
full  detail,  (except  those  recorded  on  the  McCaskey  Cash  Reg- 
ister System)  are  recorded  on  the  McCaskey  Daily  Record 
Sheet.  On  the  one  side  space  is  provided  for  entry  of  all  cash 
receipts  other  than  from  sales,  of  all  cash  paid  out  of  the  cash 
drawer,  and  daily  balances  of  such  accounts  as  are  necessary  to 
provide  a clear  picture  of  the  condition  of  the  business.  The 
reverse  side  of  this  sheet  provides  space  for  entries  of  all  in- 
voices received,  of  all  credit  memos  received,  and  of  all  checks 
issued.  In  other  words,  the  Daily  Record  Sheet  makes  it  a sim- 
ple matter  to  collect  in  one  place  all  activities  of  the  business 
which  affect  the  controlling  financial  accounts  of  the  business. 
These  sheets  carry  specific  instructions  making  simple  and 
clear  the  entries  to  be  made  to  the  Controlling  Section  of  the 
McCaskey  Business  Recorder. 

The  totals  of  the  business  day,  month  and  year  are  set 
down  in  the  McCaskey  Business  Recorder  in  such  form  that 
they  can  be  most  easih^  studied  for  an  understanding  of  the 
trend  of  the  business.  Sections  provide  for  Sales  Distribution 
by  departments,  clerks  or  accounts  as  taken  from  the  Cash 
Register  System  detail  strip,  for  record  of  totals  of  controlling 
accounts  which  deal  with  income  and  expenses  and  general 
condition  of  the  business,  for  a statement  of  earnings  which 
provides  the  necessary  figures  to  eliminate  all  income  tax  dif- 
ficulties and  with  the  McCaskey  Business  Recorder,  so  ar- 
ranged as  to  make  it  adaptable  to  any  business,  no  matter  what 
pecularities  are  faced,  the  merchant  can  keep  his  account  rec- 
ords to  suit  his  own  convenience  and  desires.  The  totals 
are  in  columns,  easy  to  find,  easy  to  enter  and  easy  to  carry 
forward  from  day  to  day  and  month  to  month,  the  accumula- 
tion for  the  year  to  date  being  easily  kept  up  to  date. 

With  this  product  you,  as  a McCaskey  salesman,  should 
make  your  approach  to  the  merchant  with  the  knowledge  that 
you  are  offering  the  highest  type  of  commercial  service,  a 
proposition  which,  if  you  can  make  him  understand  it  and  buy, 
will  cut  down  his  expense,  increase  his  profits  and  generally 
raise  his  standard  of  doing  business  and  at  the  same  time 
achieve  for  you  a real  success  in  business. 

The  Manner  of  Your  Approach 

There  is  no  man  living  who  can  sell  McCaskey  Systems  un- 
less he  has  the  ability  to  get  people  to  listen  to  him.  To  in- 

108 


McCASKEY  SALESMANSHIP 


terest  business  men,  you  must  be  a business  man  yourself.  In 
this  business  you  must  be  a system  man  and  a business  man. 
You  must  be  in  a position  to  appreciate  the  merchant’s  mis- 
fortune with  his  present  system.  You  must  be  in  a position  to 
appreciate  the  customer’s  misfortune  with  the  merchant’s  pres- 
ent S3^stem.  In  other  words,  you  must  be  able,  if  necessary,  to 
go  behind  the  very  counter  and  show  him  how  to  run  his  busi- 
ness. Study  business  principles;  be  a thorough  business  man 
and  KNOW  your  business. 

Knowledge  is  the  first  step  in  salesmanship.  You  can  never 
reach  any  of  the  others  until  your  feet  are  firmly  planted  on 
knowledge.  The  first  rule  for  selling  McCaskey  Systems  is, 
KNOW  YOUR  SYSTEM.  The  second  rule  is,  KNOW  YOUR 
PROSPECT’S  SYSTEM.  Learn  absolutely  everything  to  be 
known  about  your  system.  Never  stop  studying  it.  Never  be 
afraid  to  learn  too  much.  Never  stop  looking  into  its  capabili- 
ties. 

Know  all  that  is  possible  to  know  about  your  prospect 
where  you  want  to  sell  a system  before  you  approach  him. 
Then  learn  all  that  he  will  tell  you  before  you  proceed  to  pre- 
sent your  attack.  Knowledge  is  pov/er.  It  will  put  strength 
into  your  efforts  and  help  you  to  olace  them  where  they  will 
tell. 

In  order  to  get  all  the  information  possible  you  must  study 
the  facts.  Visit  the  store  and  make  use  of  all  your  faculties 
of  observation  so  that  you  will  understand  as  fully  as  possible 
the  particular  situation  to  be  handled  before  you  seek  an  inter- 
view with  the  proprietor.  Study  the  man  himself,  take  note  of 
his  manner  toward  others.  Watch  his  clerks  to  see  how  they 
treat  customers  and  put  up  goods. 

Make  a mental  picture  of  the  size  and  arrangement  of  the 
store,  the  stock  of  goods  and  select  a suitable  place  for  the 
system  which  should  be  installed. 

Know  How  They  Do  It 

Observe  especially  just  how  the  clerks  deal  with  those  buy- 
ing on  credit,  how  they  handle  cash  sales  and  whether  or  not 
they  make  any  attempt  to  keep  clerk  or  department  records. 
With  regard  to  credit  system  consideration,  it  is  important  to 
observe  carefully  the  following: 

What  the  merchant  uses  for  making  the  original  entries  for 
charge  sales. 

If  the  merchant  uses  a daybook  for  the  original  entry  of 
charge  sales,  whether  the  clerks  go  directly  to  the  daybook 
when  they  complete  a charge  sale,  or  whether  they  trust  to 
their  memories  and  wait  on  others  before  doing  so. 

If  the  merchant  uses  salesbooks,  who  makes  them,  the  kind, 
and  if  the  “Account  Forward”  space  is  on  them. 

If  the  merchant  uses  a duplicating  or  a non-duplicating 
ledger. 

If  the  charges  are  made  at  a central  point. 

If  the  merchant  makes  itemized  statements. 

If  the  merchant,  clerk,  cashier  or  bookkeeper  does  the 
posting. 

If  the  merchant  has  a safe  that  would  hold  the  bank  of 
leaves  of  a system. 


109 


McCASKEY  SALESMANSHIP 


If  the  merchant  keeps  a separate  record  of  his  cash  and 
credit  sales. 

If  the  merchant's  accounts  are  protected  from  possible 
loss  in  case  of  fire. 

If  a customer  comes  in  to  settle  his  account  while  you  are 
there,  how  long  it  takes  the  merchant  and  whether  or  not  the 
customer  feels  entirely  satisfied  as  to  the  account.  Cultivate 
your  powers  of  observation  and  you  will  be  able  to  take  in  the 
situation  quickly. 

With  regard  to  cash  register  system  consideration  make 
the  following  observations : 

Has  the  prospect  a register  or  cash  register  system  of  any 
kind  ? 

Does  he  use  an  adding  machine? 

What  would  the  McCaskey  System  of  handling  his  cash 
and  records  give  him  that  he  has  not  the  use  of? 

If  he  has  the  central  change  system  note  how  long  it  takes 
for  change  to  be  made  and  returned  from  the  central  point. 

Does  he  keep  department,  clerk  and  account  rliatrsKntion ? 

Does  he  depend  on  mental  addition,  etc? 

Points  That  Gain  Favor 

When  you  have  secured  a hearing  you  must  be  enabled  to 
make  the  most  of  your  opportunity  and  put  your  case  well. 
You  must  hear  the  prospect  patiently  and  answer  his  ques- 
tions fully.  If  objections  are  raised  you  must  be  in  a position 
to  meet  them  squarely  and  overcome  them. 

The  point  at  which  to  begin  with  a prospect  is  the  point 
where  he  is  ready  to  begin.  Take  him  as  he  stands.  Get  his 
story  first,  if  he  has  one  to  tell.  Don’t  cut  him  short.  Listen 
to  his  tale  of  woe.  Sympathize  with  him.  Find  out  his  state 
of  mind,  then,  when  you  have  a good  map  of  his  mental  atti- 
tude you  are  in  the  right  position  to  lay  out  your  own  cam- 
paign successfully. 

It  is  good  salesmanship  not  to  commit  yourself  too  far 
as  to  the  precise  thing  which  the  customer  ought  to  have  until 
he  expresses  his  ideas.  Find  out  what  is  in  his  mind  before 
telling  him  what  is  in  yours. 

This  is  a business  in  which  you  must  be  dignified.  There 
is  no  higher  class  of  business  in  the  world  than  that  of  the 
McCaskey  System  salesman.  No  higher  compliment  can  be 
paid  a man  than  to  say  that  he  is  a successful  McCaskey  sales- 
man. 

First  impressions  are  of  immense  importance.  If  a man 
likes  your  looks,  the  instant  he  sets  eyes  on  you  and  is  pleased 
with  your  manner  from  the  start,  you  have  gained  a great 
point.  Appearances  “cut  ice.”  They  are  worth  all  they  cost. 
The  well-groomed,  clean  cut  man  has  a distinct  advantage. 

Men  like  to  talk  to  a man  who  appears  healthy,  wide  awake 
and  active.  His  physical  vitality  effects  their  minds  favorably 
tov/ard  him  and  his  goods.  They  miss  that  satisfaction  in  talk- 
ing to  a man  who  looks  jaded,  heavy-eyed  and  sallow. 

Look  into  a man’s  face  when  talking  to  him.  Do  not  shift 
from  ceiling  to  floor  and  every  other  direction.  Carry  yourself 
erectly,  not  stiffly.  Sell  yourself  to  him  through  the  confi- 
dence which  3^ou  have  in  yourself  and  the  McCaskey  System 
you  are  bringing  to  him. 


110 


McCASKEY  SALESMANSHIP 


Manner  is  next  in  importance  to  appearance.  Manner  is  a 
different  thing  from  manners;  yet  if  a man's  manners  are  cor- 
rect, his  manner  stands  a good  chance  of  being  acceptable. 
There  are  three  things  that  will  give  a man  an  attractive  man- 
ner— earnestness,  politeness  and  confidence.  If  you  are  in  dead 
earnest  about  what  you  have  to  say,  if  you  are  at  heart  a gen- 
tleman, and  if  you  believe  you  are  going  to  succeed,  your  man- 
ner will  be  right. 

However,  do  not  stop  to  think  about  your  manner.  Noth- 
ing spoils  it  as  much  as  self-consciousness.  Think  of  your 
facts.  Consider  respectfully  your  listener’s  right  and  opinions. 
Feel  certain  that  you  will  close  him,  but  forget  yourself. 

Self  Questioning  an  Aid 

There  must  be  a substantial  basis  for  you  to  work  on  each 
day.  Self-questioning  every  day  by  a salesman  helps  him  to 
keep  himself  up  to  scratch  on  all  phases  of  his  work.  The  fol- 
lowing questions  asked  before  making  the  first  approach  of  the 
day  will  prompt  you  to  check  up  on  weak  points  and  serve  to 
perfect  your  appearance,  manner  and  confidential  enthusiasm  in 
McCaskey  Systems: 

Am  I able  to  explain  the  McCaskey  Systems  so  clearly 
that  the  prospect  cannot  help  but  understand  it? 

Am  I able  to  get  the  prospect’s  attention  so  that  I can 
present  the  McCaskey  System  for  his  business? 

Am  I installing  my  systems  properly  and  explaining 
them  clearly  so  that  my  users  are  good  users  and  boosters 
for  me? 

Am  I covering  all  of  my  territory,  calling  on  everyone 
in  each  town? 

Am  I getting  a fund  of  experience  of  McCaskey  users 
before  and  after  using  the  systems  to  use  in  making  my 
talk  more  realistic  to  the  prospect? 

Am  I able  to  write  up  my  orders  correctly  so  that  they 
may  not  have  to  be  sent  back  to  me  for  correction? 

Am  I familiar  with  the  supplies  that  go  with  each  sys- 
tem, so  that  I won’t  make  any  mistakes  in  that  regard  and 
be  charged  with  extra  supplies  given  unwittingly? 

Am  I unselling  myself  on  systems  and  salesbooks  by 
not  making  much  of  an  effort  to  sell  them  and  thus  giving 
prospects  an  impression  by  inference  that  I do  not  think 
they  should  buy? 

Am  I able  to  demonstrate  a system  for  all  lines  of  busi- 
ness in  my  territory  and  to  show  the  prospects  the  advan- 
tage over  their  old  systems. 

Am  I carrying  the  proper  equipment  with  me  on  the 
road? 

Am  I familiar  with  all  the  various  salesbooks  we  man- 
ufacture— as  to  kind,  style,  grade  of  paper,  colors  of  paper, 
colors  of  ink  on  face  of  original,  duplicate  and  triplicate,  1 
to  50  numbering,  the  ads  on  the  back  of  the  slips,  etc., 
perforation,  book  or  consecutive  numbering.  (Write  de- 
scription of  each  one,  frequently,  and  compare  with  your 
price  lists  and  see  how  thoroughly  you  understand  them). 

Am  I acquainted  with  the  regular  men  who  make  m3^ 
territory  so  as  to  learn  of  prospects  through  that  medium? 

Ill 


McCASKEY  SALESMANSHIP 


Am  I familiar  with  all  the  arguments  so  that  I can  meet 
objections  offered  me  and  sustain  the  claims  I make  for  the 
systems.  ^ 

Am  I inclined  to  let  the  selling  talk  lag  and  lose  the 
customer’s  interest,  and  give  up  when  I should  be  growing 
more  persistent  and  enthusiastic? 

Am  I reading  the  trade  papers  and  some  of  the  best 
books  on  retailing? 

If  you  are  not  absolutely  positive  that  you  can  answer  each 
question  as  it  should  be  answered,  then  you  are  deficient  in 
some  respect.  You  must  specialize  along  the  line  of  your  de- 
ficiency. Be  a specialist  in  the  system  business. 

Obtain  These  Four 

In  making  your  approach  obtain  the  following  four  funda- 
mentals from  your  prospect:  His  attention — 

His  interest — 

His  confidence — 

His  resolve. 

You  will  get  his  attention  by  stating  to  him  immediately 
after  the  introduction  that  the  object  of  your  visit  is  to  in- 
crease his  profits,  his  service,  save  his  money  and  solve  his 
cash  and  credit  problems.  Make  him  understand  at  once  that 
your  business  has  to  do  with  more  money  in  his  pocket — ap- 
peal to  the  selfish  side  of  his  nature  and  make  him  want  to 
hear  more  of  your  proposition. 

You  will  get  his  interest  by  having  him  fully  appreciate 
that  information  is  protection  to  him;  that  protection  and 
service  mean  profit. 

You  will  get  his  confidence  by  making  it  possible  for  him 
to  understand  the  fairness  of  your  proposition;  by  leading  him 
to  expect  you  to  show  proof  of  your  claims ; by  assuring  him 
that  your  expert  survey  of  his  system  will  cost  him  nothing. 

You  will  get  his  resolve  to  buy  by  making  him  realize  that 
actual  and  possible  losses  really  occur  in  the  daily  transaction 
between  his  clerks  and  customers.  Later,  of  course,  your  com- 
plete demonstration  will  serve  to  thoroughly  convince  the 
prospect  that  all  the  claims  that  you  have  made  are  true  and 
that  the  system  will  prevent  the  losses  he  is  sustaining  at  the 
present  time. 

Situation  Merits  Dignity 

While  a salesman  should  adapt  h’imself  to  his  man,  he 
should  at  the  same  time  have  a fixed  idea  of  what  he  has  to 
say.  He  should  treat  the  situation  v/ith  dignity  and  earnest- 
ness, realizing  that  to  the  merchant  the  purchase  of  a system 
is  an  important  matter,  too  serious  to  be  treated  with  flip- 
pancy. 

A merchant  should  never  be  approached  the  first  time  with 
a funn}^  story,  or  an  attempt  at  wit.  The  first  impression 
should  be  that  the  salesman  sets  a distinct  value  upon  both 
his  own  time  and  that  of  the  merchant ; that  he  has  something 
important  to  say  and  does  not  intend  to  trifle  about  it. 

Success  in  selling  depends  largely  upon  the  results  of  the 
salesman’s  first  interview  with  the  merchant  whom  he  ap- 
proaches. 

You  must  not  proceed  on  the  theory  that  merchants  usually 


112 


McCASKEY  SALESMANSHIP 


know  what  their  own  best  interests  are.  They  don^t.  No  man 
always  does.  The  majority  of  men  are  going  contrary  to  their 
best  interests  every  day.  They  seem  to  be  almost  wilfully 
blind  to  the  things  that  would  help  them  and  make  them  bet- 
ter off. 

You  know  the  story  of  the  man  who  stood  on  the  London 
Bridge  and  offered  golden  guineas  for  a shilling  a piece,  and  no 
one  would  touch  the  bargain.  Thousands  of  merchants  are 
just  like  that  They  don’t  see,  they  can’t  see,  without  having 
it  fairly  thrust  upon  them,  that  the  McCaskey  System  will  be 
a source  of  profit  to  them^ — actually  a money  making  affair. 
It  is  your  business  to  know  enough  about  merchandising  to 
know  that  this  is  so,  to  insist  upon  it  and  to  make  them  see  it. 

Put  yourself  in  the  prospect’s  place  from  the  very  start. 
Make  him  feel  that  you  are  not  trying  to  force  your  business 
upon  him,  but  that  you  want  to  discuss  how  his  business  may 
be  benefited  by  you. 

Don’t  compel  his  attention  by  loud  or  fast  talking;  don’t 
make  him  feel  that  he  can’t  get  a word  in  edgewise  and  has  to 
listen  until  you  get  out  of  breath.  That  sort  of  compulsion 
never  makes  customers.  Just  make  him  believe  that  you  have 
something  to  say  and  that  you  will  say  it  quickly. 

If  he  is  inclined  at  the  start  to  argue  and  says,  “Oh,  we 
have  a system  of  our  own  that  is  perfectly  satisfactory,  and  I 
don’t  care  to  change  it,”  or  “It’s  a good  deal  better  than  any- 
thing you  can  show  me,”  don’t  contradict  him  flatly,  but  say 
to  him,  “Perhaps  you  are  right.  It  may  be  that  I cannot  sug- 
gest anything  that  will  interest  you.  At  the  same  time  Pd  be 
glad  to  know  something  about  your  system.  You  can  possibly 
teach  me  something,  and  if  I can’t  interest  3^ou  it  won’t  do  any 
harm  to  either  of  us.” 

The  instant  a prospect  shows  a readiness  to  listen,  give  him 
your  story  in  a nut  shell.  If  he  evidences  an  interest  to  hear 
you,  take  his  willingness  for  granted.  Don’t  make  a long  pre- 
amble. Don’t  waste  a lot  of  words,  saying,  “If  you  will  only 
listen  to  me  I’ll  tell  you  this,”  or  “If  you  will  free  your  mind 
fiom  prejudice,  I will  explain  that,”  or  “If  you  will  only  give 
me  your  attention  for  a few  minutes  I propose  to  tell  you  the 
other.”  etc.  Don’t  ‘propose,’  but  tell  him  without  preliminaries. 

By  your  previous  investigation  of  his  store  and  circum- 
stances, you  are  now  prepared  to  give  him  facts — not  surmises. 
You  knov7  his  weaknesses.  Let  those  truths,  like  solid  shot,  go 
straight  home.  In  a quiet,  dignified  way  show  the  strength  of 
your  position. 

It  has  been  said  a number  of  times  that  a person  should 
find  a man’s  level,  then  get  to  his  level.  When  you  meet  a man 
who  is  below  your  level,  it  is  not  necessary  to  get  to  his  level 
to  do  business  with  him. 

In  going  into  certain  stores,  such  as  dry  goods  stores,  many 
a man  has  ruined  his  chances  by  having  a partly  smoked  cigar 
in  his  mouth.  A great  many  proprietors  of  stores  whose  cus- 
tomers are  mostly  women  object  to  this. 

As  a lawyer  prepares  his  brief  before  the  case  is  tried,  so 
you  have  prepared  your  brief  before  the  arrival  of  the  mer- 
chant, and  can  present  it  to  him  in  a far  more  convincing  man- 
ner. Any  merchant  will  appreciate  such  a careful  preparation, 
and  your  influence  will  be  far  greater,  and  the  chance  of  clos- 

113 


McCASKEY  SALESMANSHIP 


ing  the  sale  far  better  than  by  a haphazard,  careless  effort  to 
obtain  a sale. 

Your  Purpose  to  Impress 

Your  purpose  in  this  interview  is  to  so  interest  the  mer- 
chant in  a McCaskey  System  for  his  store  that  he  will  be  suf- 
ficiently impressed  by  your  statements  to  feel  that  there  are, 
or  may  be,  losses  in  his  store  which  a McCaskey  System  will 
correct.  Precious  time  is  frittered  away  by  demonstrating  a 
system  to  a merchant  who  is  simply  curious.  You  can  put  a 
system  on  a barrel  on  a street  corner  and  collect  a crowd  of 
curiosity  seekers,  but  the  merchant  who  buys  is  the  merchant 
who  has  been  impressed  at  your  first  interview  and  is  seeking 
knowledge. 

Few  men  are  ready  to  jump  quickly  to  a logical  conclusion. 
A merchant  seldom  believes  all  at  once  that  he  is  losing  a great 
deal  of  money  through  errors  in  store  transactions.  If  you  tell 
him  that  bluntly,  he  may  discredit  that  and  all  your  other  state- 
ments. But  he  is  usually  willing  to  admit  that  he  loses  a lit- 
tle now  and  then.  You  must  gradually,  point  by  point,  force 
the  truth  upon  him  that  what  he  thinks  is  merely  a ‘little  now 
and  then^  when  added  together  actually  amounts  to  a great  deal. 

The  best  preparation  for  answering  trival  objections  is  to 
go,  in  your  own  mind,  right  down  to  the  root  of  the  matter 
and  be  thoroughly  armed  and  equipped  with  the  knowledge  of 
his  weak  points,  and  one  or  two  comprehensive  replies  which 
sweep  away  all  objections.  Answering  the  numerous  petty  ob- 
jections which  a prospect  sometimes  thoughtlessly  raises  is 
like  picking  up  separate  specks  of  dirt  off  the  floor.  It  is  often 
better  to  have  one  good  strong  broom  of  an  argument  and 
sweep  them  all  away  at  once. 

You  must  first  find  out  what  is  in  his  mind.  Let  him  state 
his  ideas,  ask  questions,  or  air  his  troubles,  if  he  has  any,  very 
freely.  Meet  them  fairly  and  squarely  without  evasion.  Sym- 
pathize with  him.  Look  at  matters  from  his  standpoint.  Then 
get  him  on  your  own  grounds  as  soon  as  possible. 

Instead  of  answering  specifically  a long  list  of  trivial  ques- 
tions, it  is  sometimes  better  to  jump  right  over  them,  so  to 
speak,  and  come  down  solid  on  a few  particular  points  which 
will  open  the  prospect’s  eyes  to  what  is  probably  going  on  in 
his  store.  You  might  say  to  him  something  like  this: 

“Mr.  Prospect,  it  is  certainly  a fact  that  no  matter  how 
careful  a merchant  and  his  clerks  may  be  they  will  sometimes 
forget  to  charge  a purchase  or  to  make  a proper  record  of  some 
other  transaction.  Nov/  you  and  your  clerks  may  be  as  careful 
as  anyone  can  be ; you  may  have  an  excellent  syvStem,  but  you 
are  only  human.  Every  man  is  liable  to  make  mistakes.  None 
are  infallible.  In  spite  of  your  carefulness  and  your  system, 
you  will  admit  that  even  in  your  store  mistakes  do  sometimes 
creep  in.” 

Every  merchant  will  admit  this.  Then  narrow  the  ques- 
tion down  a little  more  closely: 

“Couldn’t  a small  credit  purchase  go  out  of  your  store  un- 
charged today  without  your  ever  finding  it  out?” 

He  must  allow  that  this  is  possible.  He  must  also  admit 
that  if  it  happens  once  it  might  happen  again ; and  if  you  can 
plant  deeply  and  strongly  in  his  mind  the  conviction  that  he  is 
losing  money,  he  will  then  naturally  be  glad  to  investigate  any 
means  that  promises  to  save  it  for  him. 

114 


McCASKEY  SALESMANSHIP 


Convincing  a man  that  he  needs  help  is  nine-tenths  of  the 
battle.  If  you  were  trying  to  sell  a consumption  cure,  there 
would  be  no  use  in  telling  how  wonderfully  effective  it  is  to  a 
man  who  doesn’t  believe  that  he  has  the  consumption.  Your 
first  effort  must  be  directed  toward  pointing  out  the  prospect’s 
‘complaint.’  Unless  he  sees  this,  he  isn’t  ready  for  the  remedy. 

The  men  who  have  been  in  the  busiifess  a while  get  so  fa- 
miliar with  their  arguments  that  the  value  of  these  arguments 
is  apt  to  become  dulled  in  their  own  minds.  You  must  never 
forget  that  they  are  always  new  to  the  prospect,  and  you  must 
always  present  them  as  if  you  were  giving  them  for  the  first 
time.  In  addition  to  knowing  the  man’s  system,  before  you 
attempt  to  talk  to  him,  always  know  his  name  also,  before  you 
go  in.  Above  all  things,  never  make  a mis-statement  to  a man. 

Work  Early  and  Late 

There  are  no  appointed  days  or  hours  when  sales  can  be 
made  more  easily  than  at  other  hours  or  on  other  days.  Your 
arguments  will  be  as  effective  at  8:00  A.  M.  as  at  ten  o’clock  or 
three  in  the  afternoon,  providing  3^011  are  in  the  presence  of  a 
possible  buyer. 

The  successful  salesman  works  early  and  late.  He  knows 
that  the  number  of  his  sales  depends  entirely  upon  the  number 
of  hours  spent  in  the  presence  of  the  prospects,  and  the  number 
of  demonstrations  made.  He  realizes  the  fact  that  many  mer- 
chants refuse  to  look  at  his  system  during  the  day  for  the  rea- 
son that  they  are  too  busy.  What  does  the  successful  salesman 
do  in  such  a case  ? 

He  shows  the  merchant  that  the  very  best  time  for  him  to 
investigate  the  best  known  system  for  retail  stores  is  after  he 
has  closed  his  place  of  business,  because  he  can  then  take  suf- 
ficient time  to  look  into  it  thoroughly.  He  does  this  because 
he  knows  the  customer  will  not  be  constantly  thinking  of  re- 
turning to  his  store.  Thus  he  is  certain  of  the  merchant’s  en- 
tire attention,  which  means  that  his  chances  for  selling  a sys- 
tem are  increased  several  hundred  percent.  It  is  a noticeable 
fact  that  the  very  best  systems  are  sold  at  such  times,  under 
such  conditions. 

The  successful  salesman  never  loses  the  opportunity  of 
placing  the  system  in  the  merchant’s  store.  He  is  always  busy 
in  his  territor^^  for  he  knows  that  it  is  there  that  he  must  win 
his  success.  The  successful  salesman  realizes  that  his  time  is 
money,  and  he  spends  six  days  each  week  and  often  as  many 
evenings,  securing  orders. 

Why  Salesmen  Fail 

Yet  there  are  salesmen  who  fail!  Why?  It  is  often  diffi- 
cult to  analyze  the  personal  qualities  and  methods  which  make 
one  salesman  successful  and  another  a failure.  A salesman  hav- 
ing difficulty  in  attaining  success  might  improve  himself  a 
hundred  per  cent  by  keeping  clear  of  the  following  faults  which 
interfere  with  his  grow^th  : 

A salesman  ma^^  fail  from  lack  of  tact  in  introducing 
himself  to  the  merchant  he  visits. 

He  may  fail  if  he  is  slovenly  and  careless  in  his  dress 
and  habits,  because  this  leads  other  men  to  think  that  he  is 
not  prosperous  and  does  not  represent  a first  class  concern. 

He  may  fail  because  he  does  not  answer  the  prospect’s 
115 


McCASKEY  SALESMANSHIP 


questions  and  objections  intelligently,  concisely  and  with- 
out too  much  detail. 

He  may  fail  if  he  speaks  indistinctly,  or  too  rapidly,  or 
if  he  lacks  animation  and  earnestness. 

He  may  fail  because  he  indulges  in  ungentlemanly, 
awkward  expressions  and  gestures,  or  offends  the  prospect 
by  undue  familiarity. 

He  may  fail  for  lack  of  dignity. 

He  may  fail  by  neglecting  to  urge  the  prospect  to  look 
into  the  system  itself  which  he  has  with  him.  He  should 
frequently  do  so  while  having  the  preliminary  talk. 

He  may  fail  because  he  gives  an  indiscreet  answer  to 
the  prospect’s  questions. 

He  may  fail  by  not  making  proper  use  of  the  advertis- 
ing matter  furnished  for  distribution. 

He  may  fail  because  he  has  not  spent  six  days  a week 
in  the  presence  of  possible  buyers. 

He  may  fail  because  he  does  not  fully  understand  the 
system  itself,  or  cannot  describe  it  in  suitable  language. 

He  may  fail  for  lack  of  knowledge  of  the  prospect’s 
business,  and  the  way  in  which  the  McCaskey  System  would 
help  him. 

He  may  fail  because  he  does  not  carry  a sample  with 
him  when  on  the  road. 

He  may  fail,  and  often  does,  because  he  stops  when  he 
shows  a prospect  the  different  features  of  the  system  and 
answers  all  his  objections,  instead  of  realizing  that  so  far 
he  has  just  cleared  away  the  debris  and  that  now  is  the  time 
to  build  his  sales  structure — to  do  the  positive  kind  of  sell- 
ing. 

General  Grant  said  that  there  is  always  a time  in  a bat- 
tle when  both  sides  are  almost  tired  out  and  a lull  in  the 
fighting  takes  place — when,  if  one  side  recognizes  this  and 
pounds  hard,  it  is  almost  sure  to  win.  This  piece  of  mili- 
tary strategy  holds  equally  good  in  making  a sale.  Pound 
and  pound  hard — do  not  give  him  a chance  to  say  ‘No.’ 
Make  the  results  of  the  use  of  the  system  so  realistic  to 
, him  that  he  cannot  help  but  buy  it. 

He  may  fail  by  neglecting  to  do  or  say  one  of  a hundred 
different  things  in  the  Vight  way;  also  by  doing  or  saying  a 
thing  at  the  wrong  time,  in  the  wrong  way. 

He  must  analyze  himself  every  day;  analyze  every  dem- 
onstration and  approach.  When  he  has  failed  he  must  dig  up  a 
reason  and  correct  the  weakness.  Success  comes  in  strength 
and  strength  can  be  acquired. 

Before  You  Demonstrate 

Before  you  demonstrate  you  must  decide  what  you  are  to 
demonstrate.  You  must  decide  what  the  particular  situation  at 
hand  requires.  If  the  prospect  is  a Complete  System — Credit 
and  Cash  prospect,  demonstrate  the  complete  system.  If  not, 
do  not ! 

If  he  is  simply  in  need  of  a credit  system,  demonstrate  the 
Credit  Section  alone.  If  he  is  simply  in  need  of  a cash  regis- 

116 


McCASKEY  SALESMANSHIP 


ter  system,  demonstrate  the  Cash  Register  Section  alone.  Don^t 
over  do.  Sell  him  what  he  ought  to  have. 

Keep  in  mind  always  that  when  you  have  arrived  at  the 
demonstration,  you  have  secured  his  attention,  obtained  his  in- 
terest and  have  him  in  a state  of  mind  to  listen  and  be  shown. 
You  have  now  to  point  out  the  way  the  McCaskey  System  ac- 
complishes the  keeping  of  his  accounts.  Where  you  can  drive 
home  a strong  selling  point  by  a striking  comparison  with  his 
present  system,  do  so,  but  do  not  start  an  argument.  The  dem- 
onstration is  the  explanation  of  how  the  McCaskey  System 
works  to  meet  every  claim  you  have  made  for  it  in  securing 
the  interview,  the  proof  of  all  that  you  have  stated  to  the  pros- 
pect in  obtaining  his  consent  to  show  the  system. 

Appeal  to  the  prospect  should  be  made  through  the  medium 
of  every  sense  possible — hearing,  seeing,  muscular  touch,  etc. 
— for  these  are  the  channels  through  which  he  gets  his  ideas, 
and  the  more  of  these  3^ou  bring  into  play,  the  more  readily 
will  he  get  the  idea  you  wish  to  convey  to  him.  Do  not  just 
‘talk  about  it,'  show  him — make  the  transaction  and  have  him 
see  how  it  is  done.  If  possible  have  ^lim  make  the  transactions, 
locate  the  account  in  the  credit  section  or  register  the  sale  on 
the  cash  register  section.  Have  him  go  through  the  register 
and  see  how  easily  he  could  keep  in  touch  with  his  accounts 
receivable  with  the  visible  system.  Have  him  register  some 
sales  on  the  detail  strip  by  symbols,  remove  the  housing  and 
take  his  separate  totals  from  the  cash  register  section.  Em- 
phasize the  visibility  as  necessary  in  a cash  register  system, 
adding  machine,  credit  system,  etc. 

Bear  in  mind  that  you  cannot  get  him  enthusiastic  about 
the  system  unless  j^ou  are  pronouncedly  enthusiastic  yourself. 
Be  enthusiastic ! 

Remember  that  while  3^ou  know  the  McCaskey  way  ex- 
ceptionally well,  it  is  new  to  your  prospect,  regardless  of  what 
he  may  say  to  the  contrary,  unless  he  has  actually  used  the 
sj^stem.  Be  as  careful  as  possible  to  bring  out  every  point 
clearly,  as  if  you  were  giving  your  very  first  talk  on  it.  It 
is  impossible  for  you  to  make  it  too  clear. 

Make  a point  that  you  make  for  the  thousandth  time  just 
as  forcibly  as  if  you  had  just  discovered  it  and  were  enthus- 
iasticall}^  making  it  for  the  first  time.  It  is  the  first  time  your 
prospect  has  heard  it. 

Do  not  permit  yourself  to  m.ake  3^our  talk  in  an  automatic 
sort  of  way.  If  you  find  yourself  on  the  verge  of  doing  so, 
give  3^our  talk  a new  ‘dress.’  Vary  it  so  as  to  make  it  more  in- 
teresting to  yourself. 

Remember  that  a man’s  mind  is  never  neutral,  that  as  soon 
as  he  sees  a thing,  he  decides  that  it  is  either  good  or  bad. 
Before  you  demonstrate  find  out  about  the  various  transactions 
which  he  has  to  handle,  and  the  information  he  wants,  so  that 
3^ou  can  make  a concrete  demonstration,  such  that  when  you 
get  through,  he  won’t  say  “It  is  all  right,  but  I can’t  use  it  in 
my  business.”  Demonstrate  for  use  in  his  particular  business. 

Do  not  suggest  objections  to  him  by  showing  him  how  to 
overcome  them,  unless  he  brings  them  up,  or  you  have  reasons 
to  think  he  has  them  in  mind.  For  instance — do  not  show  a 
prospect,  who  is  using  a ledger,  how  to  detect  errors  in  “Ac- 
counts Forwarded”  unless  he  brings  this  up.  On  the  other 

117 


McCASKEY  SALESJMANSHIP 


hand,  if  the  prospect  were  using  the  individual  book  system, 
you  could  emphasize  this. 

Do  not  “argue''  with  him,  or  agree  with  his  objection;  grad- 
ually warp  him  around  to  your  view  point.  An  argument  will 
not  get  you  anywhere. 

The  System  To  Demonstrate 

To  a grocer  the  McCaskey  System  for  Grocers  is  the  one 
to  demonstrate;  to  a hardware  dealer,  the  McCaskey  Hardware 
System;  to  a lumber  firm,  a drug  store  prospect  or  a music 
house,  the  McCaskey  System  as  adapted  to  and  used  by  the 
particular  line  of  business  in  question.  Fundamentally  they 
all  handle  their  accounts  with  ‘One  Writing'  if  they  use  the 
McCaskey  System  but  there  is  a marked  difference  between 
the  grocery  and  the  lumber  yard,  the  dry  cleaner  and  the  drug 
store  or  garage  Each  particular  line  of  business  has  some 
phase  of  special  service,  etc,  which  must  be  dealt  with  sepa- 
rately; each  proprietor  of  a business  wants  to  talk  in  terms  of 
his  own  business. 

From  first  to  last  carry  out  each  feature  of  the  operation 
of  the  system  before  the  prospect's  eyes  Eet  him  see  as  well 
as  hear;  make  sure  of  his  complete  understanding  before  pro- 
ceeding from  one  point  or  feature  to  the  next.  Before  demon- 
strating you  tell  him  some  of  the  things  which  the  McCaskey 
System  can  do  for  him.  As  you  reach  certain  places  in  the 
demonstration,  tie  up  these  points  so  that  your  prospect  sees 
that  the  saving  is  actual,  that  the  elimination  of  error  is  a real 
and  practical  thing.  Before  demonstrating  you  have  learned 
just  how  he  handles  his  accounts,  you  have  noted  mentally  the 
weaknesses  which  he  faces  in  his  present  system — in  your  dem- 
onstration then  point  out  the  McCaskey  advantages  in  a clear, 
concise  way,  taking  care  not  to  antagonize  your  prospect  in  any 
way.  Make  your  statements  of  McCaskey  operation  cor- 
respond with  your  actions  in  carrying  out  the  details  and  com- 
bine clearly  to  make  him  SEE,  HEAR  and  UNDERSTAND 
where  his  system  is  falling  short. 

THE  CREDIT  SYSTEM  DEMONSTRATION 

“There  is  one  group  of  merchants,  Mr 

who  are  enthusiastic  about  the  credit  business,  as  opposed  to 
those  who  are  continually  complaining  about  it;  this  is  the 
group  equipped  to  handle  and  control  a credit  business  in  the 
modern,  up-to-the-minute  w^ay.  It  is  folly  to  think  of  trying  to 
keep  step  with  modern  business  competition  with  the  business 
methods  of  twenty,  thirty  or  fifty  years  ago.  Because  they  do 
attempt  it,  many  are  facing  failure  every  year.  Many  others 
are  bound  to  fail  this  year  unless  thev  take  advantage  of  more 
effective,  profitable  means  of  operating  and  controlling  their 
business. 

“The  McCaskey  System  for  handling  accounts  and  business 
records  is  the  result  of  this  need  for  absolute  control  of  a 
credit  business,  and  the  McCaskey  is  meeting  this  need  most 
profitably  for  hundreds  of  thousands  of  credit  merchants. 

“The  McCaskey  cuts  down  the  time  and  effort  which  has 
been  wasted  on  posting  accounts  to  ledgers,  statements,  etc. 
It  provides  that  these  accounts  be  permanently  balanced  and 
controlled  by  “One  Writing"  instead  of  three  or  four  writings 
or  entries  of  each  item  purchased  It  provides  that  both  you 


118 


CREDIT  SYSTEM  DEMONSTRATION 


and  your  customer  be  informed  up-to-the-minute  as  to  the 
standing  of  the  account  at  all  times. 

“The  McCaskey  does  away  with  posting.  It  completely 
stops  the  mistakes  which  result  from  rewriting  figures  over 
and  over.  It  provides  the  customer  with  a statement  to  date 
at  the  time  of  each  purchase,  and  makes  it  easy  for  him  to  pay, 
makes  it  easy  for  him  to  check  his  account  and  assure  himself 
that  it  is  correct.  Thus  the  McCaskey  betters  collections  and 
eliminates  disputes  entirely;  it  makes  unnecessary  unprofit- 
able adjustments  for  the  purpose  of  holding  trade  and  cuts 
down  the  overhead  burden  of  running  the  business. 

“The  McCaskey  enforces  the  recording  of  all  charge  sales. 
It  does  away  with  the  forgotten  charge  loss  against  which 
older  methods  do  not  protect  you. 

“The  McCaskey  provides  you  with  an  automatic  check 
against  a customer  overbuying.  By  the  aid  of  its  credit  limit 
feature  it  protects  you  against  bad  accounts  or  carelessness  on 
the  part  of  a customer.  This  is  another  step  that  modern  busi- 
ness system  takes  because  modern  credit  business  needs  that 
protection. 

“Very  quickly  I will  show  you  how  simply  and  completely 
the  McCaskey  “One  Writing”  System  takes  charge  of  your 
credit  business.  You  will  find  it  a partner  with  ability  to  lift 
permanently  account  and  bookkeeping  troubles  from  your 
mind.  A sample  entry  on  account  will  convince  you  of 
McCaskey  “One  Writing”  value;  the  manner  in  which  the  ac- 
count balance  is  carried  forward  will  establish  how  fully  the 
M’cCaskey  provides  you  with  complete  control. 

“Most  effective  use  of  the  system  in  the  busi- 

ness (mention  the  prospect's  own  line  of  business)  is  obtained 
by  use  of  this  style  of  triplicate  salesbook  (if  at  all  possible  a 
book  from  the  same  line  of  business  as  that  to  which  you  are 
demonstrating)  which  gives  you  an  original  record  of  the  trans- 
action and  two  copies  as  legible  and  clear  as  can  be  obtained 
by  any  method  of  duplication.  There  is  not  the  slightest  need 
for  arrangement  of  carbons,  etc.,  each  original  and  each  dupli- 
cate slip  having  the  carbon  backs,  McCaskey  Surety  Carbon, 
which  make  for  clear  duplicate  and  triplicate  impressions. 

Make  A Charge 

“McCaskey  System  users  distribute  the  books  throughout 
the  store  that  clerks  may  pick  them  up  anywhere  they  happen 
to  be  and  immediately  start  to  take  a customer's  order  without 
hunting  or  wasting  time  crossing  and  recrossing  the  store. 
Should  John  Jones,  a customer  of  yours,  enter  to  make  pur- 
chases on  account,  you  would  at  once  select  a salesbook  and  en- 
ter in  order  the  items  he  purchases. 

“To  make  it  perfectly  clear,  we’ll  say  he  orders  a dozen 
oranges  at  90c,  sliced  ham  at  80c,  potatoes  costing  60c  and  corn 
starch  at  25c.  These  four  items  are  entered,  one  below  the 
other,  and  the  amounts  placed  in  the  left  hand  column,  as  I 
am  doing  here.  The  next  thing  is  to  obtain  the  total  of  the 
several  items,  $2.55,  in  this  case,  and  enter  it  here  in  the 
columns  to  the  right. 

(Where  the  customer  does  not  use  salesbooks,  the 

details  of  the  entries  should  be  fully  made  and  care- 
fully explained  so  that  he  follows  you  throughout — 


119 


McCASKEY  SALESMANSHIP 


where  he  is  a user  of  salesbooks,  the  matter  of  entries 
should  be  carried  out  but  passed  over  as  quickly  as 
possible  to  the  point  where  the  McCaskey  method  dif- 
fers from  that  the  prospect  is  usings) 

“These  entries  must  be  made  each  time  a charge  sale  oc- 
curs regardless  of  the  method  used,  Mr 

The  McCaskey  makes  them  in  the  quickest  possible  way  on  a 
salesbook  easily  and  quickly  obtained.  In  case  of  a call  by 
telephone,  a salesbook  is  right  at  hand  and  the  full  entries  can 
be  taken  first  hand  from  the  telephone.  Where  your  driver 
makes  the  rounds  of  the  store’s  customers,  the  entries  are  made 
as  quickly  and  effectively  right  at  the  door  of  the  customer’s 
home  on  a salesbook  carried  for  the  purpose. 

“With  the  entries  made,  and  the  slips  totaled,  you  or  your 
clerks  quickly  gather  together  the  items  listed,  never  once 
needing  to  question  the  customer,  and  being  in  no  danger  of 
forgetting  to  charge  an  item  ordered  because  by  the  McCaskey 
method  the  entries  are  made  first,  before  the  merchandise  is 
gathered  and  placed  in  the  hands  of  customers.  Here  is  where 
the  McCaskey  S3^stem  eliminates  the  forgotten  charge,  a fac- 
tor which  results  in  heavy  losses  in  many  stores  through  less 
efficient  methods  of  controlling  the  charge  account. 

Complete  The  Sale 

“After  the  goods  have  been  secured,  the  oranges,  sliced 
ham,  potatoes  and  cornstarch  in  the  case  at  hand,  you  are  ready 
to  complete  the  charge  to  the  customer’s  account.  You  turn 
readily  to  the  McCaske^^  Credit  Register — by  reference  to  the 
alphabetical  index  to  customers,  you  locate  the  name  Jones  in 
the  ‘J’s’  and  the  number  of  his  account.  No.  20 — by  the  use  of 
the  finder  numbers  at  the  top  of  the  leaves  it  is  but  the  matter 
of  a split-second  to  reach  for  the  leaves  up  to  the  number  20 
and  open  up  the  register  to  find  that  the  Jones’  account  is  down 
here  in  the  lower  right  hand  corner  of  the  front  side  of  this 
leaf. 

The  beauty  of  the  indexing  plan  is  that  new  help  can  handle 
the  register  almost  as  quickly  as  those  of  you  who  are  ac- 
customed to  operate  it  everyday.  You  will  have  the  account 
numbers  of  your  regular  customers  fully  in  mind  within  a 
period  of  two  weeks.  Yet  by  the  index  you  can  locate  any  ac- 
count compartment  number  without  loss  of  time. 

Now  that  we  have  John  Jones’  compartment,  No.  20,  we  no- 
tice that  the  amount  owing  on  his  account  is  $25.40.  That 
amount  is  entered  up  here  in  the  space  marked  “Account  For- 
warded.’ To  this  previous  balance  owing  we  add  the  $2.55  cov- 
ering the  purchases  just  made  and  enter  at  the  foot  of  the  right 
hand  column  the  new  amount  owing  on  his  account — in  this 
case,  $27.95.  This  is  the  total  amount  owing  on  the  account 
to  the  minute.  All  of  this  has  been  the  action  of  a single  mo- 
ment. yet  I have  explained  it  step  by  step.  You  will  be  able 
to  handle  actual  business  much  more  quickly. 

Disposition  of  Slips 

“With  the  record  on  the-  salesslip  complete  you  tear  the 
slips  from  the  book,  three  distinct  records  of  the  purchase  just 
made  and  of  the  standing  of  the  account  to  date.  The  top 
one,  or  original  slip,  is  taken  off  and  placed  in  the  front  of  the 
customer’s  compartment  in  the  register.  It  becomes  at  once 


120 


CREDIT  SYSTEM  DEMONSTRATION 


your  completed  record  of  the  account  without  anything  more  to 
be  done — no  posting  or  copying  of  figures  and  entries. 

‘‘In  placing  this  original  copy  of  the  purchase  record  in 
the  front  of  the  compartment  in  the  register  you  will  notice 
that  I have  placed  it  between  the  two  clip  springs,  this  com^ 
partment  clip  spring  and  this  audit  clip  spring  which  becomes 
most  valuable  to  you  later  in  the  day  when  you  are  auditing 
your  active  accounts.  In  fact,  you  will  notice;  at  once  that 
there  is  a marked  difference  of  appearance  betwjcen  these  com- 
partments where  all  the  slips  are  back  of  both  ^pripgs  and  this 
active  one  where  the  newly  filed  clip  is  separated  by  the  two 
springs. 

“The  second  slip  or  duplicate  copy  of  the  records  just  com- 
pleted with  ONE  WRITING  is  placed  on  a spindle  file.  Here 
it  remains  until  the  end  of  the  day  when  you  audit  your  active 
accounts  in  a moment’s  time,  take  off  any  statistical  records 
you  wish  as  to  sales  by  departments,  or  by  clerks,  etc.,  and 
correct  any  errors  that  might  have  been  made. 

“The  third  slip  or  triplicate  copy  of  the  record  of  the  pur- 
chase and  the  standing  of  the  account  to  date,  made  at  the 
same  time  as  the  first  two,  with  ONE  WRITING,  is  given  or 
sent  to  the  customer.  In  this  case  you  would  give  this  slip  to 
John  Jones,  and  in  doing  so  you  would  give  him  a statement  to 
date  of  the  account  he  carries  with  you.  He  will  know  the 
total  amount  of  goods  purchased  today  and  exactly  what  he 
owes  you  for  groceries  (or  whatever  the  line  of  goods  sold). 

“Before  going  further  I want  you  to  see  for  yourself  how 
accessible  the  account  compartments  of  the  McCaskey  Reg- 
ister are.  In  the  first  place  your  index  carries  the  names  of 
all  the  customers  who  do  a credit  business  with  you.  The  al- 
phabetical arrangement  is  convenient  for  instant  location  of 
the  name,  the  number  beside  the  name  is  the  key  to  the  com- 
partment and  with  lightning  speed  you  open  to  the  leaf  de- 
sired. Each  account  is  always  kept  balanced  right  up  to  the 
minute  so  that  your  entire  list  of  credit  customers  are  fulb^ 
cared  for  at  all  times,  and  under  control. 

The  Customer's  Slip  Holder 

“To  further  bind  the  customer’s  interest  in  your  store  and 
in  his  account  with  you,  we  provide  this  miniature  register,  a 
slip  holder  including  a single  compartment  which  is  given  the 
customer  to  hang  in  his  home.  When  the  triplicate  slips  are 
carried  home  or  delivered  with  the  goods  bought,  they  are 
placed  in  this  slip  holder  and  held  permanently  as  a home  reg- 
ister, granting  3"Our  customers  the  same  advantage  as  that 
which  “One  Writing”  gives  you,  full  knowledge  of  the  account 
standing  at  all  times. 

Corrections  On  Account 

Errors  in  the  slips  are  found  at  the  time  of  the  daily  audit 
and  corrections  are  made  by  making  out  a new  slip  and  adding 
to  or  deducting  from  the  account  balance  according  to  the 
amount  of  the  error  and  whether  or  not  it  favors  the  merchant 
or  customer.  The  original  slip  is  placed  in  the  front  of  the 
compartment  between  the  compartment  and  audit  clip  springs, 
the  duplicate  on  the  spindle  file  and  the  triplicate  is  foHpd 
and  placed  in  the  front  of  the  customer’s  compartment  before 
the  audit  clip  spring  to  be  turned  over  to  him  or  her  at  the 
time  of  the  next  purchase  and  while  the  recent  one  is  yet  clear 

121 


McCASKEY  SALESMANSHIP 


ill  the  customer’s  mind.  Thus  all  arguments  are  avoided;  dis- 
putes and  costly  adjustments  over  the  amount  of  the  account 
balance  are  done  away  with  by  this  McCaskey  method  of  keep- 
ing the  customer  as  well  as  the  merchant  posted  as  to  every 
transaction  and  the  total  amount  of  the  account  each  time 
there  is  a change  in  the  total  owing. 

“Customers  learn  promptly  to  ask  for  their  triplicate  slips. 
They  like  the  idea  of  watching  their  account.  It  is  a service 
which  is  appreciated.  The  AIcCaskey  makes  it  impossible  for 
a customer  to  come  in  and  make  a charge  which  will  be  for- 
gotten and  the  profit  from  a goodly  number  of  sales  lost. 
Again,  the  posting  of  the  charge  to  the  customer’s  page  in  your 
ledger  is  cause  for  mistakes.  This  necessitates  a second  writ- 
ing of  the  items  and  figures,  additional  labor  for  you  or  your 
bookkeeper.  How  much  more  satisfactory  it  will  be  to  you 
to  have  those  twenty  balanced  accounts  made  visible  by  the 
simple  opening  of  the  register,  up-to-date  and  ready  for  settle- 
ment as  the  result  of  that  single  entry  on  the  triplicate  sales- 
book  and  the  speedy  reference  to  the  compartment  in  the  reg- 
ister. 

A Payment  On  Account — Partial 

“You  will  be  glad  to  know  how  simply  you  handle  a pay- 
ment on  account.  When  John  Jones  comes  in  to  make  a partial 
payment  on  account  the  transaction  is  handled  with  the  same 
method  used  to  record  a purchase.  You  simply  take  a sales- 
book  and  make  entry  of  the  amount  paid  as : 

‘By  Cash  $15.00.’ 

“In  the  case  of  John  Jones,  the  $15.00  would  be  entered  in 
the  right  hand  column  of  the  slips ; from  the  register  compart- 
ment, No.  20,  his  ‘Account  Forwarded’  amount  or  $27.95  would 
be  obtained  and  the  entry  made  as  ‘Account  Forwarded.’  The 
$15.00  would  be  deducted  from  the  $27.95  to  give  the  new  bal- 
ance owing  on  the  account,  or  $12.95. 

“The  original  slip  is  then  placed  in  the  front  of  the  custom- 
er’s compartment,  as  with  the  record  of  the  purchase,  showing 
the  new  balance  owing  on  the  account  to  date.  The  yellow 
duplicate  is  given  to  the  customer  as  his  receipt  for  the  amount 
paid,  and  as  a statement  to  date  of  the  balance  owing.  The  pink 
triplicate  is  placed  on  the  spindle  file  for  audit  at  the  end  of 
the  day. 

“It  will  be  recalled  that  in  the  handling  of  a record  of  a 
purchase  the  yellow  duplicate  is  filed  for  audit  and  the  pink 
triplicate  given  the  customer;  in  the  collection  of  money  on 
account  the  reverse  disposition  of  the  slips  is  made.  There  is 
a distinct  advantage  to  you  in  this  method.  At  the  end  of  the 
day,  when  a moment  is  given  to  auditing  of  active  accounts 
and  the  taking  off  of  your  financial  records,  the  total  of  the 
yellow  duplicates  on  the  spindle  file  will  be  the  total  charge 
sales  made  that  day,  and  the  total  of  the  pink  triplicates  on 
the  spindle  file  will  be  the  total  of  collections  on  accounts  for 
that  day.  The  McCaskey  method  makes  it  easy  to  quickly 
distribute  the  charges  and  collections  by  the  simplicity  of  the 
colored  slip  usage. 

A Payment  In  Full 

“When  John  Jones  comes  in  to  pay  his  account  in  full  the 
entry  is  made  as  in  the  case  of  the  partial  payment,  ‘By  Cash 
$27.95’  and  entered  in  the  proper  space.  Two  lines  are  then 
drawn  under  the  $27.95  being  credited  to  the  account  to  signify 


122 


CREDIT  SYSTEM  DEMONSTRATION 


that  the  account  is  balanced,  paid  up  in  full.  The  salesslips 
are  handled  as  before,  and  the  amount  received  is  rung  up  as 
received  on  account  in  the  cash  register  system. 

“Mr , the  McCaskey  Credit  System  will  pay 

for  its  own  installation  by  keeping  you  always  in  position  to 
make  settlement  on  account.  You  do  not  have  to  keep  custom- 
ers waiting  when  they  come  to  pay  their  bill,  you  have  their 
account  balanced  to  the  minute  and  can  take  care  of  a payment 
as  easily  as  you  can  the  simplest  kind  of  a sale.  You  do  not 
have  to  keep  others  waiting  while  you  look  up  daybooks  and 
ledgers  to  determine  whether  all  items  have  been  posted,  etc., 
you  have  the  account  stated  to  the  minute  in  the  customer’s 
compartment  in  the  McCaskey  and  can  .handle  the  situation 
speedily  and  accurately  even  during  busy  times  without  dis- 
gruntling your  customers  and  losing  business. 

“When  the  account  is  paid  up  you  take  the  salesslips  from 
the  compartment,  with  the  exception  of  the  last  one  which 
shows  the  record  of  final  payment  and  the  balanced  condition 
of  the  account.  The  paid  slips  are  filed  in  our  metal  filing 
cabinet  behind  a card  bearing  the  same  number  as  that  of  the 
customer’s  compartment  in  the  register.  They  are  retained 
for  as  long  a time  as  you  feel  it  necessary  to  keep  posted  on 
that  customer’s  purchases,  etc. 

Miscellaneous  or  Transient  Accounts 

“Let  me  call  to  your  attention  here,  Mr.  , that 

the  McCaskey  is  also  prepared  to  take  care  of  those  other  ac- 
counts which  are  more  ticklish  and  troublesome  even  than  the 
regular  charge  account.  I refer  to  the  miscellaneous  charge 
to  a transient  credit  or  cash  customer.  You  have  customers 
who  are  generally  cash  buyers  who  now  and  then  come  in  and 
find  they  have  not  the  change  to  pay  for  their  purchase.  Natur- 
ally, they  charge  it.  This  is,  no  doubt,  one  of  the  hardest  prob- 
lems you  have  to  contend  with.  You  are  asked  to  ‘Remember 
it’  until  your  customer  comes  in  again. 

“Your  customer,  accustomed  to  paying  cash,  usually  over- 
looks this  item  on  account  when  he  comes  in  again.  You  are 
busy  and  forget  it.  Time  passes  by  and  he  thinks  he  has  paid 
it.  You  are  inclined  to  give  him  the  benefit  of  the  doubt  and 
consequently  the  small  miscellaneous  charge  becomes  a loss. 

“The  McCaskey  is  specially  prepared  to  handle  such  cus- 
tomers so  that  you  do  not  have  to  face  loss  or  dispute  over 
these  small  items  that  sometimes  prove  big  business  misfor- 
tunes. In  the  fore  part  of  the  register,  19  compartments  are 
set  aside  to  take  care  of  these  accounts.  If  I should  come  in 
and  ask  to  make  a transient  charge,  you  will  take  a salesbook 
and  make  the  entries  in  this  manner  just  as  in  case  of  any 
charge  sale.  We’ll  say  I buy  bananas  amounting  to  50c  and 
you  enter  it  properly. 

“The  first  or  original  slip  is  placed  in  a compartment  letter- 
ed by  my  initial.  We  say  it  is  ‘B’  and  you  place  my  slip  in  one 
of  the  pockets  in  this  transient  account  folder,  we’ll  say  sec- 
tion 2 of  ‘B’  compartment.  My  name  together  with  the  amount 
of  my  purchase  which  is  the  total  I owe  you  is  placed  on  this 
visible  cover  of  the  transient  account  folder.  The  duplicate 
slip  is  placed  on  the  audit  file  as  in  any  other  sale  and  the 
triplicate  slip  is  given  to  me. 

“When  I come  in  at  a later  date  to  buy  something,  expect- 


123 


McCASKEY  SALESMANSHIP 


ing  to  pay  cash,  a salesslip  is  again  made  out,  the  item  purchased 
entered  and  the  50c  previously  charged  against  me  is  brought 
forward  in  the  ‘Account  Forwarded’  space,  and  the  full  total  of 
the  account  entered  below  on  the  slip.  This  slip  is  handed  me 
and  reminds  me  of  the  previous  purchase  that  was  charged,  or 
I question  it  and  you  open  the  transient  account  folder  in  com- 
partment ‘B’  and  show  me  the  slip  giving  the  date,  the  item 
and  the  amount  charged.  I am  convinced  then,  in  a purely  bus- 
iness-like way  and  close  the  account  satisfied.  In  case  I should 
not  wish  to  pay  for  the  back  charge  at  the  time  you  call  it  to 
my  attention,  it  has  been  brought  foremost  in  my  mind  and  you 
have  a visible,  accessible  record  of  the  charge.  It  will  ulti- 
mately be  paid  without  loss. 

The  C,  O.  D,  Problem  Solved 

“This  C.  O.  D.  compartment  will  call  to  your  attention 
that  the  McCaskey  provides  as  capably  for  handling  the  C.  O. 
D.  situation.  You  have  customers  who  order  and  plan  to  pay 
for  the  goods  on  delivery;  others  you  require  payment  from 
because  they  are  not  privileged  to  carry  an  account  with  you. 
When  such  a charge  is  made  the  slips  are  marked  “C.  O.  D.” 
The  driver  is  informed  whether  or  not  to  leave  the  merchan- 
dise if  the  items  are  not  paid  for. 

“The  original  slip  is  placed  in  the  C.  O.  D.  compartment 
of  the  McCaskey.  The  duplicate  and  triplicate  slips  are  sent 
with  the  driver.  When  the  goods  are  paid  for,  notation  is 
made  on  the  slips  and  the  triplicate  is  left  for  the  customer’s 
receipt  and  the  duplicate  is  returned  to  the  store  for  the  in- 
formation of  yourself  (or  cashier)  who  handles  the  transaction 
as  a cash  sale,  ringing  it  up  on  your  cash  register. 

“When  the  goods  are  left  but  no  payment  is  made,  the  trip- 
licate is  left  with  the  customer  as  his  statement  to  date  and 
the  duplicate  is  returned  to  the  store  with  a notation  as  to 
the  handling  of  the  situation.  The  original  is  taken  from  the 
C.  O.  D.  compartment  and  placed  in  the  proper  transient  ac- 
count compartment  lettered  by  the  initial  letter  of  the  cus- 
tomer’s name.  It  is  then  regularly  carried  as  a transient  ac- 
count until  paid. 

The  McCaskey  Credit  Limit  Plan 

“Now,  Mr , if  I came  into  your  store  today 

and  wanted  to  open  an  account  with  you,  what  would  be  the 
first  thing  you  would  do?  Why  you  would  investigate  me. 
You  would  want  to  know  where  I have  been  trading,  if  it  has 
been  in  this  town,  where  I work,  and  you  would  request  cer- 
tain references.  After  you  had  obtained  satisfactory  informa- 
tion, you  would  determine  the  amount  you  would  feel  justified 
in  permitting  me  to  reach  as  a maximum  account  balance,  or 
you  might  give  me  an  opportunity  to  agree  with  you  on  a mu- 
tually satisfactory  account  balance.  In  this  case  we  will  sup- 
pose the  amount  decided  upon  would  be  $50.00  and  I would 
agree  to  pay  you  once  each  month. 

‘Wou  would  take  one  of  these  red  cards,  furnished  with 
the  system,  and  enter  upon  it  the  information  you  require  on 
the  back  together  with  the  amount  of  the  Credit  Limit  deter- 
mined upon,  $50.00.  This  same  amount  would  be  entered  here  at 
the  top  of  the  front  side  where  it  will  stand  above  the  sales- 
slips  when  placed  in  the  back  of  the  compartment  in  this  man- 
ner. 

“This  leads  us  to  the  reason  why  the  wholesaler  does  not 


124 


CREDIT  SYSTEM  DEMONSTRATION 


find  the  same  fault  with  the  credit  business  that  so  many  re- 
tailers find.  They  do  almost  an  entire  credit  business;  how- 
ever, they  give  close  attention  to  the  amount  of  risk  taken  in 
giving  credit  to  each  merchant  placed  on  their  books.  Mer- 
chants are  looked  up  in  Dun  and  Bradstreet  before  they  are 
shipped  a bill  of  goods.  Your  rating  is  determined,  your  bank- 
ing and  other  business  relationships  are  investigated.  All  of 
this  gives  the  wholesaler  something  on  which  to  base  his  judg- 
ment as  to  your  credit  standing. 

^‘The  retailer  has  been  extremely  lax  though  he  is  much 
closer  to  his  customers  and  has  greater  access  to  reliable  refer- 
ences. To  protect  the  merchant,  the  McCaskey  System  in- 
cludes this  credit  limit  plan  that  works.  The  wholesaler’s  per- 
centage of  loss  due  to  bad  accounts  is  so  small  that  it  is  negli- 
gible. The  same  thing  is  true  of  the  McCaskey  Credit  System 
user  by  virtue  of  this  simple  credit  limit  method. 

‘‘To  continue — the  red  card,  signifying  danger,  is  placed  in 
the  back  of  the  compartment.  When  the  day  should  arrive  that 
the  amount  of  the  balance  owing  on  the  account,  as  shown  by 
the  forward  slip  in  the  compartment,  reaches  the  limit  figure 
entered  on  this  card,  the  card  is  brought  to  the  front  of  the 
compartment  and  its  “Credit  Stopped”  announcement  automat- 
ically stops  further  purchases  on  account.  When  auditing  the 
active  accounts  of  each  day  the  account  balances  and  the  credit 
limit  amounts  are  compared  at  a glance. 

“When  a customer  whose  “Credit  Stopped”  card  has  been 
brought  to  the  front  of  the  compartment  comes  in  the  store  to 
buy  again,  whether  you  are  in  the  store  or  some  clerk  is  hand- 
ling the  trade,  whoever  turns  to  the  register  to  obtain  the 
amount  of  the  “Account  Forwarded”  sees  this  red  card  and  in- 
forms the  customer  that  his  credit  limit  has  been  reached  and 
that  it  will  be  necessary  to  make  a payment  on  the  account  or 
see  you  before  further  charge  purchases  are  made. 

“Thus  you  make  it  easy  for  your  customer  to  keep  his  ac- 
count within  his  ability  to  pay.  It  protects  both  you  and  your 
customer.  It  prevents  ‘dead  beat’  accounts  and  makes  a friend 
and  permanent  customer  of  one  who  might  have  become  care- 
less, and  thus  extravagant  about  the  account. 

“Can  you  check  against  overbuying  on  the  part  of  your 
customers  with  your  present  system?  Absolutely  not!  The 
McCaskey  System  has  developed  this  plan  to  meet  a situation 
which  has  not  been  taken  care  of  for  you  by  any  other  means. 

“The  retailer  who  misrepresents  himself  to  the  wholesaler 
in  order  to  get  delivery  of  an  order  is  liable  for  obtaining 
goods  on  false  pretenses,  if  he  cannot  make  good  the  payment 
and  is  investigated  to  the  extent  that  his  utterances  concerning 
his  standing  v/ere  false.  The  same  can  apply  to  a consumer, 
your  customer,  if  he  has  misrepresented  his  circumstances  and 
his  ability  to  pay.  The  retailer  must  safe-guard  his  credit  bus- 
iness if  he  is  to  profit  by  giving  credit  service  to  those  who 
are  deserving  of  it. 

fTo  doubly  strengthen  this  argument  for  the  McCaskey 

Credit  Limit  plan,  you  should  obtain  from  some  legal 

authority  the  state  law  in  your  state  which  covers  the 

purchase  of  goods  on  credit  under  false  pretenses. 

Knowledge  of  the  law,  as  it  stands,  in  your  state  will 

125 


McCASKEY  SALESMANSHIP 


prove  extremely  effective  at  this  point  in  the  demon- 
stration.) 

The  Check  On  Promised  Payments 
“Agreement  can  be  made  -with  the  average  customer  who 
gets  behind  with  a retailer  that  part  payment  of  a certain 
amount  will  be  made  on  a certain  date,  etc,,  until  the  back  ac- 
count is  paid  up.  The  expectation  has  been,  in  some  cases, 
that  the  retailer  will  forget  the  promise,  and  you  will  admit, 
that  he  generally  does.  However,  the  date  agreed  to  by  the  cus- 
tomer making  the  promise  of  payment  is  probably  that  of  his 
next  pay  day,  and  if  the  merchant  is  able  to  follow  up  the 
promise  on  that  day,  he  is  almost  sure  to  get  at  least  a part  of 
his  money.  And  particularly  if  the  customer  is  impressed 
with  the  fact  that  that  merchant  is  following  closely  such 
promises,  he  will  be  inclined  to  be  more  punctual  in  making  his 
payments. 

“The  McCaskey  System  user  makes  note  of  his  promise  to 
pay  on  the  Due  Card,  here.  On  the  one  side  is  place  for  the 
amount  of  payment  promised ; below  that  a line  for  the  date  on 
which  payment  is  to  be  made,  and  a line  for  the  customer’s 
name. 

“If  the  privilege  of  buying  on  account  is  to  be  withdrawn 
until  the  payment  is  made  the  card  is  placed  in  front  of  the 
slips  in  the  front  of  the  compartment.  However,  if  the  custo- 
mer is  to  be  allowed  continued  buying  rights  on  account,  the 
card  is  placed  in  the  back  of  the  compartment  and  the  date 
when  payment  is  to  be  made  is  entered  also  on  the  back  of  the 
card  on  the  cut  out  portion  which  extends  above  the  slips  in 
the  compartment. 

“When  the  promised  date  of  payment  arrives  you  note  it  as 
the  slips  are  audited  for  the  day,  and  you  take  immediate  steps 
to  advise  the  customer  of  the  date  of  payment — in  practically 
every  case  the  method  insures  prompt  payments.  Where  the 
customer  fails  to  make  his  payment  on  time,  the  due  card  is 
kept  in  the  front  of  the  compartment  until  the  customer  comes 
to  the  store.  Attention  is  called  to  the  unpaid  amount  prom- 
ised by  the  clerk  making  the  charge  sale  to  his  account,  and 
the  matter  is  taken  up  with  you  before  other  goods  are  per- 
mitted sold  on  credit. 

A Review  of  the  Demonstration 

“You  have  probably  noticed,  Mr , that  we  have 

taken  care  of  every  step  in  the  life  of  a credit  account  through 
the  McCaskey  method,  completed  all  necessary  bookkeeping  to 
the  extent  of  having  accounts  thoroughly  balanced  to  date  with 
“One  Writing,’’  and  have  placed  ourselves  in  position  to  get 
our  permanent  daily  record  totals  in  the  easiest  possible  man- 
ner. Before  proceeding  to  make  clear  how  that  is  done,  how- 
ever, let  me  emphasize  just  what  we  have  done  so  far: 

“1st — We  have  made  our  charges  and  completed  all  sales 
with  ‘One  Writing,’  a single  entry  of  the  customer’s  name  and 
the  items  charged;  we  have  made  three  records  at  one  and  the 
same  time,  one  an  original  and  itemized  record  of  the  most  re- 
cent purchases  and  at  the  same  time  your  permanent  up-to-the 
minute  record  of  the  account  balanced  to  date;  we  have  ob- 
tained the  very  same  information  in  duplicate  for  use  as  an 
auditing  aid  and  for  separation  of  department  and  clerk  sales 
statistics  when  wanted;  we  have  prepared  the  very  same  in- 
formation in  triplicate  and  have  provided  the  customer  with 

126 


CREDIT  SYSTEM  DEMONSTRATION 


a Statement  of  the  account  to  date.  The  same  thing  has  been 
done  with  equal  simplicity  whether  sales  were  made  over  the 
counter,  handled  by  telephone  or  otherwise.  There  has  been 
NOTHING  LEFT  TO  BE  DONE  TONIGHT  toward  posting 
and  bookkeeping  on  accounts.  You  need  pay  no  more  attention 
to  them  until  tomorrow. 

(Here  the  salesman  should  compare  the  McCaskey 

method  with  that  used  by  the  prospect  and  point  out 

enthusiastically  and  clearly  the  McCaskey  advantages) 

“2nd — We  have  accepted  partial  and  full  payments  on  ac- 
count with  the  same  ‘One  Writing’  simplicity  and  complete- 
ness To  begin  with  we  have  made  it  easy  for  the  customer  to 
pay  you  by  keeping  him  informed  at  all  times  as  to  the  stand- 
ing on  his  account;  and  then  we  have  been  ready  to  make  in- 
stant settlement,  without  any  delays,  waits  or  disputes  when 
he  has  presented  himself  to  make  payment. 

(Again  compare  the  method  used  with  the  McCaskey 

System  and  point  out  vigorously  the  advantages  of  the 

McCaskey). 

“3rd — We  have  taken  care  of  the  miscellaneous,  transient 
charge  as  effectively  and  as  finally  as  the  regular  charge  and 
have  absolutely  insured  its  payment  by  a business-like  remind- 
er. Here  again  is  a feature  of  the  McCaskey  which  absolutely 
closes  a wide  open  door  to  losses  in  your  present  method. 

“4th — We  have  met  the  serious  C.  O.  D.  transaction,  have 
preserved  in  the  C.  O.  D.  compartment  the  original  record  of 
the  sale  and  have  provided  for  checking  of  collections  and  non- 
collections so  as  to  have  absolute  control  of  such  transactions 
from  delivery  to  collection. 

“5th — We  have  investigated  those  applying  for  charge  ac- 
count privileges,  recorded  information  on  them  in  a perman- 
ent way,  and  have  established  a Credit  Limit  plan  which  auto- 
matically protects  us  from  ‘dead  beats,’  from  intentional  or  un- 
intentional overbuying,  etc.  We  have  served  both  our  custom- 
ers and  ourselves  by  handling  credit  business  more  closely  in 
the  manner  of  the  wholesaler  whose  loss  from  such  business  is 
negligible. 

“6th — We  have  provided  for  the  promise  of  payment  by  a 
customer  whom  we  believe  worthy  of  our  consideration  and 
have  automatically  checked  the  date  of  promise  and  made  it 
easy  for  him  to  recognize  the  date  and  the  obligation  and  make 
payment  while  he  has  the  money,  it  being  natural  that  the  date 
named  would  be  a time  when  he  expects  to  receive  either  wages 
or  other  income. 

“We  have  saved  bookkeeping  time  and  labor  and  expense 
by  completing  the  handling  of  the  account  with  one  writing. 
We  have  prevented  the  outcropping  of  errors  by  doing  away 
with  second  and  third  writings  of  the  figures  in  the  transfer 
of  accounts  from  either  a daybook  or  a salesbook  to  a ledger 
and  again  to  a statement. 

“We  have  considered  how  close  to  500,000  merchants 
throughout  the  United  States  have  solved  the  most  serious 
problems  which  face  the  credit  merchant,  and  we  have  dealt 
with  an  established,  proven  method  which  has  been  in  service 
since  1903  saving  expense,  bettering  collections  and  adding 
profits  to  businesses  of  all  of  those  who  have  intelligently 

127 


McCASKBY  SALESMANSHIP 


given  themselves  and  the  system  a chance  to  get  business-like 
results  for  them. 

The  Steps  In  The  Demonstration 

When  this  stage  of  the  demonstration  of  the  Credit  Section 
is  reached  you  should  restate  the  advantages  of  the  McCaskey 
System  over  the  prospect’s  system.  Recall  the  steps  which 
make  these  advantages  marked  and  emphasize  again  those 
which  appealed  most  strongly  to  the  prospect  during  the  dem- 
onstration. Without  criticising  his  system  show  him  where  he 
will  gain  materially  by  the  use  of  the  McCaskey  System,  elab- 
orate on  the  points  most  essentially  adapted  to  his  situation 
and  draw  in  the  names  of  users  in  his  line  of  business  which 
might  have  weight  with  him. 

Summarized,  the  steps  in  the  demonstration  of  the  Credit 
Section  include  the  following,  in  each  case  the  McCaskey  Sys- 
tem operation  is  compared  to  that  of  the  method  used  by  the 
prospect : 

(1)  Make  a charge  and  complete  the  sale;  in  store,  by 
phone,  by  driver ; compare  with  method  used  and 
point  out  advantages. 

(2)  Make  partial  payment  on  account; 

(3)  Make  payment  in  full  on  account.  File  paid  tickets, 
place  balanced  slip  in  compartment,  ring  up  Rec’d  on 
Acc’t  in  McCaskey  Cash  Register  Section. 

(4)  Make  a miscellaneous  charge  and  show  how  handled; 

(5)  Make  a C.  O.  D.  charge  and  show  how  handled; 

(6)  Credit  Limit — how  handled — advantages  ; 

(7)  Due  Card — how  handled — advantages; 

(8)  Repeated  emphasis  of  McCaskey  advantages  especial- 
ly those  which  appeal  to  the  merchant; 

(9)  Mentioning  of  users,  showing  of  letters,  etc.,  in  same 
line  of  business,  in  same  locality,  where  possible. 

SIGNIFICANT  FACTORS  ENTERING  INTO  McCASKEY 
^^ONE  WRITING^^  CREDIT  SYSTEM  OPERATION 

Brief  explanation  is  given  below  of  several  significant 
factors  which  enter  into  the  McCaskey  Credit  System  opera- 
tion but  which  do  not  necessarily  enter  into  every  demonstra- 
tion. To  the  salesman  it  will  obviously  appear  that  certain 
of  these  factors  cover  certain  objections  to  the  system  that 
may  be  raised,  or  that  they  enter  in  only  when  a business  is 
carried  on  in  a manner  which  requires  the  special  equipment 
included  here. 

Future  Order  Slip  Holders 

Six  Future  Order  Slip  Holders  may  be  included  as  regular 
supplies.  They  are  provided  for  the  convenience  of  the  mer- 
chant in  having  a suitable  place  to  put  slips  carrying  orders  to 
be  delivered  on  future  dates.  In  most  cases  they  are  used  to 
cover  each  day  of  the  week;  an  order  taken  Tuesday  to  be  de- 
livered Friday  will  be  entered  in  the  regular  way  and  then 
placed  in  the  Friday  slip  holder  until  Friday  comes  and  all 
Friday’s  orders  are  filled  and  delivered.  Any  business  such 
as  that  of  a florist,  gift  shop,  etc.,  must  provide  a means  of 
meeting  the  future  order  situation  continually.  The  McCaskey 
Future  Order  Slip  Holders  cover  the  need  fully. 

Announcement  Sheets 

With  each  credit  system  sale  including  the  customers  slip 

128 


CREDIT  SYSTEM  DEMONSTRATION 


holders,  announcement  letters  addressed  “To  Our  Customers’* 
are  furnished  in  a quantity  covering  the  account  capacity  of 
the  register.  This  letter  makes  known  the  adoption  of  the 
McCaskey  System,  explains  the  McCaskey  customer’s  slip 
holder  and  the  advantages  of  the  McCaskey  “One  Writing” 
method  from  the  standpoint  of  the  customer. 

Two-Drawer  Metal  Filing  Cabinet 

A two  drawer  file  in  which  to  file  overflow  slips  from  the 
register,  permanent  records  of  paid  up  accounts,  duplicates  held 
for  audit  or  statement  use,  etc.  Wood  or  metal  registers  con- 
taining drawers  in  the  base  of  the  cabinet  do  not  require  these 
files.  The  metal  files  are  supplied  according  to  provisions  on 
page  55,  Register  Price  List. 

Box  File 

An  open  box  file  is  provided  with  numerical  index  cards 
(1  to  capacity  of  register)  when  triplicate  salesbooks  are  used 
with  the  system.  This  provision  makes  possible  the  conven- 
ient filing  of  the  duplicate  slip  for  statement  use,  etc. 

Balance  Record  and  Delinquent  Envelopes 

Balance  Record  Envelopes  are  provided  as  optional  sup- 
plies with  all  credit  systems.  This  envelope  is  for  the  pur- 
pose of  filing  away  register  slips  each  time  a customer  pays 
on  account  and  leaves  a balance.  All  the  slips  are  preserved 
in  this  way  for  reference.  The  envelopes  also  serve  in  filing 
slips  on  accounts  discontinued  or  delinquent.  In  any  cases 
where  the  slips  in  the  compartment  become  too  numerous  for 
proper  operation  of  the  register  the  balance  record  envelope 
offers  a convenient,  practical  way  of  relieving  the  congestion. 
The  same  envelopes  serve  for  filing  conveniently  the  slips  car- 
rying the  record  of  past  due  or  delinquent  accounts. 

Delinquent  Card 

This  is  a large  card  8j4xl0%”  offering  space  for  the  entry 
of  the  names  of  74  delinquent  credit  customers.  The  Register 
Number,  Date,  Name  and  Amount  are  provided  for  so  that  a 
merchant  can  keep  in  one  place  and  have  before  his  eyes  when- 
ever desired  a full  record  of  the  delinquent  credit  customers 
he  is  carrying.  The  card  is  of  particular  value  at  the  time  of 
installation  of  the  McCaskey  when  the  effort  is  being  made 
to  clean  up  all  outstanding  accounts  which  have  become  past 
due. 

The  Route  Card 

The  Route  Card  is  a large  tag  card,  (8^  x 11”)  carrying  on 
each  side  space  for  thirty-five  names  of  customers  and  space 
for  a full  week’s  record  of  carrying  account  totals  forward. 
These  cards  make  it  possible  to  carry  the  McCaskey  “One 
Writing”  idea  out  on  the  route  and  provide  both  business  and 
customer  with  posted  account  totals  just  as  conveniently  as  in 
the  store.  Lines  are  provided  for  such  information  as  route 
number,  dates,  driver’s  name  etc.  A metal  holder  is  made  to 
use  with  the  Route  Card  so  that  entries  can  be  made  easily  and 
the  card  can  be  protected  while  in  the  hands  of  the  driver. 

Monthly  Individual  Account  Book 

The  Monthly  Individual  Account  Book  makes  it  possible 
for  the  McCaskey  user  to  list  his  credit  customers  and  keep 
record  each  month  of  the  amount  of  business  done  with  each. 
In  this  way  he  is  enabled  to  locate  customers  whose  business 
is  falling  off  and  take  steps  to  get  them  back  in  line,  etc. 

129 


McCASKEY  SALESMANSHIP 


Prescription  Record  Card 

This  is  a card  used  by  druggists  to  keep  a record  of  the 
date  and  prescription  number  of  prescriptions  filled  for  custo- 
mers so  that  instant  reference  can  be  made  and  refills  deliv- 
ered without  time  waste  or  uncertainty  as  to  accuracy  of  pre- 
scription called  for.  The  cards  are  filed  in  the  back  of  the  cus- 
tomer’s compartment  in  the  McCaskey  Register. 

The  **Vacant”  Card 

The  “Vacant”  card  points  out  compartments  open  to  use 
by  new  customers.  These  cards  are  placed  in  compartments 
when  customers  have  finally  closed  their  accounts  and  are 
moving  out  of  town,  or  for  other  reasons  have  withdrawn  their 
business.  The  cards  provide  space  for  full  information  on  the 
last  occupant  of  the  compartment  and  are  filed  carefully,  after 
a new  customer  has  been  given  the  compartment,  so  that  the 
merchant  will  always  be  in  position  to  study  his  own  observa- 
tions concerning  old  customers  should  the  occasion  present  it- 
self when  he  would  wish  such  information. 

Variety  In  Index  Cards 

1 to  31  index  cards,  A to  Z index  cards  or  the  numerical 
index  limited  only  by  the  capacity  of  the  register  from  1 to — , 
are  available  to  meet  the  needs  of  McCaskey  System  users  in 
filing  slips  for  permanent  record,  for  statement  use,  in  over- 
flow from  the  register,  etc. 

Other  Supplies 

Other  supplies  have  been  covered  by  the  demonstration, 
such  as — interchangeable  index.  Credit  Limit  card.  Due  Cards, 
etc.  Stock  salesbooks  are  provided  for  convenience  until  spe- 
cial printed  books  are  obtainable.  Slip  holders  for  customers 
are  provided  when  desired  in  a quantity  determined  by  the  ac- 
tive account  capacity  of  the  system  purchased. 

THE  CASH  REGISTER  SYSTEM 
DEMONSTRA  TION 

In  a large  measure  the  following  cash  register  system  dem- 
onstration is  an  explanation  of  the  manner  in  which  the 
McCaskey  Cash  register  system  operates  to  give  the  results 
which  are  responsible  for  its  value  to  the  merchant.  However, 
a strong  cash  register  system  demonstration  today  is  not  a me- 
chanical demonstration,  but  the  demonstration  of  the  idea  and 
result  which  make  the  mechanical  advantages  worth  while.  A 
presentation  of  the  mechanical  side  of  the  McCaskey  cash  reg- 
ister system  to  the  point  that  the  general  operating  idea  is  un- 
derstood is  enough;  once  this  brief  story  is  told,  the  selling 
power  in  McCaskey  System  lies  in  the  information  to  be  ob- 
tained and  used  every  day  in  such  an  easy,  accurate  manner. 
The  approach  to  the  following  demonstration  illustrates  this 
point,  that  the  results  of  the  operation  are  stronger  selling 
factors  than  the  details  of  operation;  that  the  information  con- 
tained on  the  Daily  Record  Sheet  and  in  the  pages  of  the 
McCaskey  Business  Recorder  (see  pages  143  to  150)  is  the  vital 
reason  for  making  installation  of  such  a system.  The  fact,  then, 
that  the  McCaskey  is  the  only  machine  on  the  market  which 
will  go  so  far,  so  effectively,  at  such  a price,  makes  even  more 
remarkable  the  opportunity  that  lies  before  the  merchant  or 
business  man  to  purchase  and  put  into  use  the  McCaskey  Cash 
Register  System. 

“The  cash  register  system  does  a real  job  in  business  to- 
day. It  makes  a record  of  every  transaction  that  takes  place  in 

130 


CASH  REGISTER  SYSTEM  DEMONSTRATION 


your  business  during  the  day  and  then  arranges  that  information 
in  such  a way  that  it  gives  you  a complete  picture  of  just  what 
the  dollars  you  take  in  represent  in  the  way  of  merchandise 
costs,  expenses  and  profits  to  you. 

“Do  you  know  what  your  cash  receipts  were  yesterday?  Do 
you  know  what  part  of  that  was  cash  sales?  Do  you  know  what 
your  charge  sales  were?  What  was  received  on  outstanding  ac- 
counts? What  department  brought  in  the  most  business?  The 
most  profit?  What  expenses  were  discharged?  What  your 
purchases  were? 

“If  you  do  not  have  that  information  for  yesterday,  for 
today  and  every  day,  at  any  rate  for  each  month— how  can  you 
do  more  than  guess  in  contracting  for  merchandise,  in  facing 
expenses  and  in  otherwise  controlling  your  business.  These 
are  figures  which  are  vital  to  you,  if  this  business  is  to  make 
you  money.  And  these  are  the  figures  which  the  McCaskey 
Cash  Register  System  is  giving  every  day  to  those  who  have 
the  system  and  who  come  to  it  for  the  information. 

“The  cash  register  proposition  that  is  doing  the  profit 
building  job  in  modern  business  is  the  cash  register  system 
that  obtains  for  you  the  original  information  on  every  transac- 
tion, evety  day,  and  then  puts  that  information  in  a form  which 
you  can  use  to  guide  yourself  in  buying  merchandise,  promot- 
ing your  business,  controlling  expenses,  selling  merchandise 
and  getting  the  profit  money  you  ought  to  get  out  of  the  busi- 
ness. 

“You  will  notice  that  I say  McCaskey  Cash  Register  Sys- 
tem. The  McCaskey  is  a system;  it  is  far  more  than  a cash 
register.  It  is  a system  different  from  any  you  are  used  to 
seeing.  It  is  a system  designed  to  meet  today’s  business  de- 
mands, your  present  requirements  in  the  way  of  information 
as  to  just  what  is  happening  in  your  business  from  day  to  day, 
week  to  week  and  month  to  month. 

“No  longer  can  you  or  any  other  afford  to  do  business  with 
a system  of  twenty-five  years  ago  or  older ; you  must  have 
more  information  today  or  you  will  fail ; you  must  get  that 
information  in  a quick  and  accurate  way  or  you  find  that  the 
expense  of  your  methods  is  eating  up  your  profits. 

“For  these  reasons  you  will  find  a considerable  difference 
in  the  McCaskey — ^you  will  find  yourself  equipped  to  handle  a 
greater  capacity  of  information,  a greater  capacity  in  figures 
and  you  will  find  the  McCaskey  to  provide  these  advantages 
in  a far  simpler  way  than  you  would  at  first  believe  possible. 
There  are  a wealth  of  features  about  the  McCaskey  you  will 
be  surprised  to  see  and  be  delighted  to  put  to  work  helping 
you  control  your  own  business. 

“The  McCaskey  provides  you  not  only  a record  of  your 
business  according  to  the  details  surrounding  each  transaction 
but  at  the  same  time  includes  the  McCaskey  Business  Record- 
er, a simple  record  of  totals  by  the  day,  month  and  year.  It  per- 
mits every  possible  record  of  the  business  you  might  desire 
through  the  McCaskey  Daily  Record  Sheet  in  the  most  easily 
kept  manner.  With  these  aids  you  can  run  your  business  with 
full  intelligence  and  with  additional  profit. 

“There  are  those  who  say  that  the  McCaskey  keeps  them 
more  closely  in  touch  with  their  business  than  any  equipment 
which  they  could  keep  in  their  store  (or  place  of  business). 

131 


McCASKEY  SALESMANSHIP 


There  are  additional  reasons  for  this  above  and  beyond  those 
I have  mentioned.  A brief  demonstration  will  make  so  clear 
the  exceptional  advantages  to  be  gained  that  I am  confident 
you  will  agree  to  McCaskey  Cash  Register  System  capabilities 
when  I am  through. 

A Printed  Record  of  Every  Transaction 

“Get  this,  Mr ! When  you  purchase  a McCaskey 

Cash  Register  System  you  are  getting  more  than  a cash  regis- 
ter by  which  you  can  obtain  on  the  detail  strip  an  absolute 
printed  record  of  every  transaction  taking  place  in  your  busi- 
ness, but  in  addition  the  most  approved  type  of  adding  machine 
as  well.  You  not  only  obtain  the  records  of  sales  by  clerks 
and  departments,  by  cash  sales  and  credit  sales,  of  received  on 
account  and  paid  out  items,  etc,  but  you  are  furnished  with  a 
means  for  obtaining  the  full  totals  on  each  of  these  records 
with  mechanical  speed  and  accuracy  You  are  saved  time  and 
errors  at  the  close  of  the  day  in  arranging  your  business  infor- 
mation in  a usable  manner. 

(If  a merchant  has  no  adding  machine) — ‘T  note  that  you 
do  not  have  an  adding  machine;  that  feature  of  the  McCaskey 
System  will  be  of  sufficient  importance  in  its  service  to  you 
to  pay  completely  for  the  system  according  to  the  small  month- 
ly payments  which  are  allowed.  It  will  be  an  immediate  aid 
to  you  and  will  take  its  place  for  but  a short  time  on  your 
payroll,  paying  its  own  way. 

“Let  us  take  just  a moment,  Mr.  , and  go  into  the 

system  in  brief  detail  so  that  you  can  have  in  mind  the  exact 
method  of  operation.  Here  is  a completely  equipped  McCaskey 
Cash  Register  System  which  will  give  you  a clear  understand- 
ing of  its  appearance.  Let  us  operate  it  for  a moment  as  in 
your  store,  noticing  that  all  registering  and  adding  service  is 
obtained  through  the  operation  of  this  section,  the  register- 
ing and  adding  unit. 

“You  see  on  this  outside  row  on  the  left  eight  white  keys 
bearing  the  three-letter  abbreviations  of  department  names; 
the  ninth  key,  a yellow  one,  is  the  Received  on  Account  key. 
In  the  next  row  are  nine  clerk  keys  in  light  green,  lettered 
from  A to  H and  X.  Installation  of  the  system  in  your  busi- 
ness would  permit  of  the  printing  of  the  department  abbrevia- 
tions according  to  the  departments  into  which  your  business 
is  best  divided  toward  obtaining  records  of  sales  by  individual 
departments;  the  clerk  letters  will  be  assigned  to  your  clerks 
and  will  operate  to  give  records  of  sales  by  individual  clerks. 

“Each  sale  registered  will  be  printed  after  the  department 
key,  the  clerk  key,  and  the  keys  representing  the  amount  of 
the  sale — from  the  remaining  six  columns  of  figures  running 
from  1 to  9 — are  depressed  and  the  operating  lever  pulled  for- 
ward and  allowed  to  return. 

Register  a Sale 

“Since  you  are  the  proprietor  of  the  business,  let’s  register 
an  eight  gallon  sale  of  gas  amounting  to  $1.92  by  you,  using 
the  clerk  ‘A’  for  your  key.  You  would  first  press  down  the 
department  key  marked  ‘GAS’  then  the  ‘A’  key  representing 
yourself  as  making  the  sale,  and  the  amount  as  follows:  In  op- 
erating the  McCaskey  you  figure  your  cents,  dollars,  tens  and 
hundreds  of  dollars  from  the  extreme  right,  working  leftwards 
as  you  would  on  paper.  The  ‘1’  would  be  in  the  third  column 


132 


CASH  REGISTER  SYSTEM  DEMONSTRATION 


from  the  right;  your  ‘9’  in  the  second  column  from  the  right 
and  the  ‘2’  in  the  first  column.  When  the  keys  are  all  depress- 
ed, you  have  an  opportunity  to  look  over  them  and  check 
against  error  before  you  pull  the  lever  forward  and  print  them 
on  the  detail  strip. 

“As  the  lever  is  pulled  forward  and  released  to  return,  you 
will  notice  that  you  have  accomplished  three  things — you  have 
registered  the  item  in  full  on  the  detail  strip,  you  have  also 
registered  the  amount  of  the  sale  in  these  total  dials  at  the 
foot  of  the  keyboard,  and  third,  you  have  opened  the  cash 
drawer  which  has  caused  the  bell  to  ring.  On  the  detail  strip 
you  have  registered  four  things — the  department  from  which 
the  sale  was  made,  who  made  the  sale,  whether-or-not  it  was 
a cash  or  charge  sale,  and  the  amount  concerned  in  the  trans- 
action. As  each  sale  is  registered  the  amount  of  cash  received 
is  added  into  the  total  dials  with  mechanical  accuracy. 

“In  order  to  follow  through  a bit  further  let's  register  an- 
other and  watch  it  add  in.  This  time  Clerk  ‘D'  will  ring  up 
a sale  of  an  inner  tube  made  from  Dept.  ‘TIR',  the  Tire  Dept, 
represented  by  this  sixth  key  in  the  row  of  department  keys; 
the  amount  of  the  sale  to  be  $6.50.  When  the  keys  are  proper- 
ly depressed,  (the  ‘O'  in  the  first  column  on  the  right  being  ig- 
nored because  ciphers  are  printed  automatically,)  the  lever  is 
operated  as  before  and  the  transaction  is  registered.  The  new 
amount  adds  to  the  figure  already  in  the  total  dials,  giving  us  a 
new  total  of  $8.42.  The  drawer  opens  and  the  bell  rings  as  be- 
fore. 

“At  the  end  of  the  day,  by  reading  the  detail  strip,  you  will 
know  that  Clerk  ‘A'  has  made  a sale  of  gas  and  that  the  amount 
of  the  sale  was  $1.92;  that  Clerk  ‘D'  has  made  a sale  from  the 
Tire  Department  (TIR)  for  $6.50.  Throughout  the  day  you  can 
watch  the  growth  of  the  amount  of  cash  received  by  watching 
the  total  in  the  dials. 

Registering  a Charge  Sale 

“Following  the  last  sale  Mrs.  Walters  drives  up  and  buys  a 
set  of  chains  from  the  Accessories  Dept.,  indicated  by  this  fifth 
key  marked  ‘ACS/  and  asks  that  the  amount  be  charged.  We'll 
say  that  the  chains  cost  her  $7.25. 

“The  keys  are  depressed  for  department,  clerk  and  amount 
as  before,  and  in  addition  this  ‘Charge'  key,  with  the  bright 
red  top  here  at  the  left  of  the  keyboard.  The  ‘Charge'  key  is 
held  down  as  the  lever  is  operated.  This  sale  you  will  see  reg- 
istered as  the  others  on  the  detail  strip  with  the  exception  that 
the  large  ‘C  with  the  small  capital  ‘H'  within,  the  charge  sale 
symbol,  is  printed  in  line  with  the  item  and  to  the  right  of 
the  figures  showing  the  amount  of  the  sale.  In  this  case,  how- 
ever, since  there  is  no  money  placed  in  the  cash  drawer,  the 
amount  of  the  charge  sale  is  not  added  into  the  total  in  the 
dials,  the  amount  remaining  as  before  when  the  item  is  regis- 
tered. 

“As  a check  against  your  method  of  handling  charge  sales 
you  have  another  advantage  on  the  McCaskey.  After  the 
charge  sale  has  been  registered,  the  detail  strip  can  be  turned 
upward  so  that  the  item  will  rest  against  this  plate  or  auto- 
graphic attachment.  Very  quickly  you  can  insert  in  pencil  the 
name  and  initials  of  the  party  making  the  charge  purchase. 

Handling  a *‘Paid  Out**  Transaction 

“At  another  time  during  the  day's  business  it  will  become 


133 


McCASKEY  SALESMANSHIP 


necessary  for  you,  as  proprietor,  to  pay  out  some  money  from 
the  cash  drawer  to  take  care  of  some  such  item  as  express, 
freight  or  the  like.  If  your  key  is  the  ‘A'  key,  you  will  press 
that  key  and  the  keys  for  the  amount  of  money  to  be  paid  out, 
perhaps  $3.66.  You  will  next  press  the  blue  ‘Paid  ouP  key 
here  to  the  left  and  hold  it  down  with  your  left  thumb,  just  as 
you  did  the  ‘Charge’  key  until  the  operation  of  the  lever  is  com- 
plete. The  entire  record  of  this  transaction  is  printed  on  the 
detail  strip  as  were  the  others,  however,  this  time  in  red  ink 
and  with  the  printing  of  the  ‘Paid  out’  symbol  a large  ‘P’  with 
a small  ‘o’  beneath  it  to  the  right  of  the  amount  figures  of  the 
item  paid  out.  The  amount,  being  paid  out,  is  not  added  to  the 
amount  in  the  cash  drawer  and  so  is  not  added  to  the  amount  in 
the  dials,  that  amount  remaining  unchanged  as  in  the  case  of 
the  charge  sale.  The  autographic  attachment  might  here  be 
used  again,  the  word  ‘express,’  written  in,  etc,  giving  full  re- 
cord. 

Making  a Received  on  Account  Record 
“There  is  still  a fourth  type  of  transaction  we  want  to  show 
on  the  detail  strip.  It  is  the  record  of  an  amount  received  on 
account.  Should-  Mr.  Barber  come  in  to  make  a payment  on 
account  of  $19.50,  you  simply  depress  this  ‘REC’  key  at  the 
top  of  the  left  hand  row  of  symbols,  the  clerk  receiving  the 
payment,  perhaps  Clerk  ‘A,’  and  then  the  keys  representing  the 
amount.  The  item  is  registered  the  same  as  a sale  except 
that  the  ‘Received  on  Account’  item  would  be  recognized  by 
the  ‘REC’  here  in  the  department  column  of  the  detail  strip. 
This  time  the  amount  in  money  being  received  into  the  system 
will  be  added  into  the  amount  already  in  the  dials. 

“Again  you  can  use  the  autographic  attachment,  if  you  de- 
sire, and  make  record  on  the  detail  strip  in  pencil  of  the  name 
of  Mr.  Barber  below  the  item  as  registered. 

Reports  Entire  Day*s  Business 
“Thus  the  McCaskey  Cash  Register  System  reports  the 
business  transactions  of  the  entire  day.  Cash  sales,  charge 
sales,  paid  out  and  received  on  account  amounts  are  fully  re- 
corded to  the  extent  of  written  notations  when  desired  grant- 
ing an  exceptional  variety  of  usable  information  about  your 
business.  When  you  have  summarized  a day’s  transactions  reg- 
istered on  the  detail  strip  as  we  have  registered  these  several 
items  here,  you  will  have  a wonderful  picture  of  the  activity 
of  each  department  and  each  clerk  through  the  day  to  the  ex- 
tent of  the  business  done. 

The  Indicating  Symbol  and  the  Bell 
“You  will  notice  also  that  when  this  lever  is  pulled  for- 
ward and  the  cash  drawer  is  opened,  that  this  purple  dot,  the 
McCaskey  Cash  Register’s  indicating  symbol  has  registered 
and  the  bell  has  rung.  You  cannot  operate  the  McCaskey 
without  this  symbol  or  some  other,  such  as  the  paid  out,  charge 
or  total  indication,  printing  on  the  detail  strip;  also  the  draw- 
er cannot  be  opened  without  the  bell  ringing.  For  these  rea- 
sons, you  can  either  tell  by  ear  when  the  register  is  being 
used,  or  you  can  determine  by  glancing  at  the  detail  strip  just 
how  many  times  the  drawer  has  been  opened? 

Absolute  Privacy — Locks  and  Housing 

“In  case  you  have  not  already  noticed  it,  Mr.  , a 

very  important  and  well  established  feature  of  the  McCaskey 
Cash  Register  System  is  that  of  privacy  of  records  and  infor- 
mation. The  locks  and  housing  are  appropriately  placed  to 

134 


CASH  REGISTER  SYSTEM  DEMONSTRATION 


protect  all  that  you  might  wish  to  conceal  from  the  eyes  of 
others.  There  is  a lock  at  the  Total  Key,  here,  which  makes 
it  impossible  for  anyone  to  depress  the  Total  Key  and  take  a 
total  on  the  detail  strip  or  clear  the  machine  without  the  use 
of  the  key,  once  it  is  locked.  With  the  same  key  you  are  en- 
abled to  lock  this  shutter  which  covers  the  total  dials.  Then  no 
one  can  know  the  amount  of  cash  received  into  the  business 
during  the  day  except  those  with  access  to  the  key.  Another 
lock  serves  to  hold  the  detail  strip  housing  in  place  and  pre- 
vent its  being  taken  off.  The  same  key  will  unlock  the  hous- 
ing. A fourth  lock  is  in  the  top  of  the  base  here  and  unlocks 
the  cash  drawer.  You  will  find  this  convenient  when  you  wish 
to  leave  the  store  temporarily,  etc. 

‘‘The  detail  strip  housing  not  only  protects  the  information 
on  the  detail  strip  from  the  eyes  of  others,  but  also  protects  it 
against  dirt,  dust,  etc.  By  the  aid  of  this  feature  the  figures  on 
the  detail  strip  are  kept  clear  and  readable. 

“This  small  lever  immediately  to  the  left  of  the  rewind 
here  operates  forward  and  backward.  When  it  is  in  a forward 
position  it  locks  the  detail  strip  so  that  it  cannot  be  turned 
back.  This  means  that  once  a record  has  been  made,  there  is 
no  changing  it.  Your  detail  strip  records  cannot  be  tampered 
with. 

Full  Data  on  Detail  Strip 

“There  are  times  when  you  will  leave  the  store  and  will 
wish  to  get  an  idea  of  how  much  cash  business  has  been  done, 
or  keep  a record  of  how  much  additional  cash  business  is  done 
while  you  are  away.  This  is  often  the  case  when  you  go  out  to 
lunch,  no  doubt,  or  go  out  on  some  business  appointment.  Sini- 
ply  hold  down  the  Total  Key  and  operate  the  lever.  This  will 
register  the  amount  of  cash  receipts  to  the*‘minute  on  the  detail 
strip  and  clear  the  machine.  At  once  you  will  want  to  set  up 
the  amount  of  the  total  you  have  taken,  just  as  you  would  any 
item,  pull  the  lever  and  again  print  the  amount  on  the  detail 
strip  and  put  the  total  back  in  the  dials. 

“After  you  return  you  repeat  the  identical  operation  I have 
explained  to  find  the  amount  of  business  which  has  been  done 
in  your  absence.  Take  the  total  and  set  up  the  amount  on  the 
keyboard  and  print  it  on  the  detail  strip  again  by  pulling  the 
lever.  A brief  subtraction  of  the  total  taken  before  you  left 
from  that  taken  after  your  return  will  give  you  the  total 
amount  of  cash  receipts  during  your  absence.  Had  the  total 
been  $43.60  when  you  went  out  to  your  appointment  and  $66.90 
when  you  returned  you  would  know  that  your  cash  receipts  in 
the  meantime  have  been  $23.30. 

When  Adding  Machine  is  Needed 

“Again,  Mr. , there  are  times  when  you  have  im- 

mediate need  of  an  adding  machine’s  services  to  add  checks, 
etc.,  toward  making  a bank  deposit,  checking  invoices  or  esti- 
mates etc.,  during  the  business  day.  The  McCaskey  will  take 
prompt  and  excellent  care  of  your  needs. 

“You  have  but  to  throw  this  switch  as  far  as  possible  from 
right  to  left,  temporarily  locking  your  cash  drawer;  and  then 
take  a total,  using  the  Total  Key  as  before,  and  you  have  clear- 
ed your  machine  and  are  ready  to  operate  it  as  a distinctly 
separate  adding  machine  unit.  When  you  have  completed  your 
calculations,  simply  enter  the  amount  of  the  cash  receipts  from 
the  total  you  have  taken  previously,  unlock  the  cash  drawer 

135 


McCASKEY  SALESMANSHIP 


by  the  switch,  and  you  have  a cash  register  system  again,  com- 
plete and  ready  for  registering  sales  and  other  business  trans- 
actions. 

“We’ll  say  that  further  transactions  are  completed  during 
the  day.  In  each  case  you  will  know  what  departments  sales 
were  made  from,  who  made  them,  what  items  were  paid  out  and 
what  amounts  were  received  on  account.  You  will  have  full 
data  as  to  details  by  use  of  the  autographic  attachment.  You 
will  have  full  protection  of  your  private  business  records  by 
service  of  the  locks  and  housing.  In  fact  you  will  provide  your- 
self with  a simple,  complete  record  of  the  entire  day’s  business 
on  this  McCaskey  cash  register  system  detail  strip.  Then,  when 
the  day  is  done,  you  are  in  position  to  make  a rapid,  accurate 
recapitulation  of  your  detail  strip  information  and  through  the 
support  of  the  McCaskey  Daily  Record  Sheet  and  the  McCas- 
key Business  Recorder  obtain  a permanent  record  of  totals 
which  will  permit  the  comparison  of  one  day’s  business  with 
another,  one  month’s  with  another,  etc. 

Total  of  Day*s  Receipts 

“In  a moment  we  can  complete  the  full  day’s  business  rec- 
ord. We’ll  hold  down  the  Total  Key  and  take  the  total  of  the 
day’s  cash  receipts  on  the  detail  strip,  leaving  the  machine 
clear.  The  next  thing  to  do  is  to  throw  this  switch  so  that  the 
cash  drawer  will  not  operate,  unlock  and  remove  the  housing. 
The  detail  strip  is  quickly  torn  off  and  the  unused  end  clamped 
with  this  metal  clamp.  Now  you  are  ready  to  use  the  McCas- 
key Cash  Register  System  strictly  as  an  adding  machine.  From 
this  point  the  services  of  the  system  are  many  and  effective 
in  cutting  down  the  time  ordinarily  spent  in  totaling  accounts 
and  auditing  salesslips  and  invoices ; errors  are  eliminated  by 
mechanical  accuracy  in  this  work. 

Account  and  Record  Totals 

“From  the  detail  strip  you  quickly  set  down  each  cash  sale 
item  and  get  your  total  of  cash  sales:  next  you  set  down  each 
charge  sale  item  as  indicated  by  the  large  ^C’  and  small  ‘H’  en- 
closed at  the  right  of  the  strip  and  you  have  your  charge  sales 
total.  Add  the  two  and  you  have  the  total  sales  for  the  day. 

“By  aid  of  the  paid  out  symbol,  the  large  T’  and  the  small 
‘o’  you  select  the  paid  out  items  in  red  and  total  them;  in  the 
sam<»  way,  picking  out  the  received  on  account  items  by  the 
‘RFC’  symbol. 

Checking  the  Cash  Drawer 

“Check  on  the  amount  of  cash  in  the  drawer  is  quicklv  made 
bv  subtracting  the  total  of  the  paid  outs  from  the  amount  of 
change  placed  in  the  cash  drawer  at  the  beginning  of  the  day 
added  to  that  received  from  cash  sales  and  received  on  account 
amounts  as  indicated  on  the  detail  strip  total. 

Department  and  Clerk  Totals 

“To  continue  in  the  makeup  of  your  daily  business  record, 
we  will  obtain  the  department  and  clerk  sales’  totals  by  indi- 
vidual departments  and  clerks.  All  sales  marked  by  the  ‘GAS’ 
denartment  key  will  be  listed  and  totaled;  those  marked  bv 
*OTIv’  kev  etc.  When  the  total  of  sales  for  each  department  is 
determined,  total  the  totals  and  the  grand  total  of  sales  by  de- 
partments should  eaiial  the  total  of  cash  sales  and  charge  sales 
as  obtained  above.  The  same  orocedure  is  followed  in  obtain- 
ing the  total  of  the  individual  clerk  sales,  thos'=‘  made  bv  ‘A,’ 
then  ‘B,’  etc.  Again  total  the  totals  of  the  clerk  sales  for  the 

136 


CASH  REGISTER  SYSTEM  DEMONSTRATION 


day  and  the  amount  obtained  should  equal  that  of  the  depart- 
men  sales,  and  also  that  of  the  cash  and  charge  sales  combined. 

From  Detail  Strip  to  Daily  Record  Sheet 
and  Business  Recorder 

“The  detail  strip  used  in  the  listing  and  totaling  of  these 
records  for  the  day  is  torn  from  the  system  and  held  for  use  in 
entering  the  totals  on  the  Daily  Record  Sheet  and  into  the 
McCaskey  Business  Recorder.  Before  we  turn  to  those  fea- 
tures let  me  be  sure  that  you  realize  the  additional  services 
yet  to  be  rendered  by  the  adding  and  registering  unit.  These 
slipholders  have  a definite  purpose.  With  your  other  records 
taken  off  as  we  have  done,  you  are  free  to  audit  the  salesslips 
turned  in  during  the  day  and,  if  you  wish,  insert  the  slip  in 
these  holders  and  register  the  purple  total  at  the  foot  of  the 
slip.  The  same  treatment  can  be  given  invoices  or  estimate 
sheets,  etc.  All  your  calculating  and  listing  can  be  handled 
so  much  more  quickly  than  before  with  this  equipment. 

The  Value  of  Department  Records 

“Mr. , it  may  be  that  you  have  not  kept  any  such 

records  as  these  department  or  clerk  records  heretofore.  Per- 
haps you  have  not  considered  them  worth  anything  to  you.  To- 
day, however,  you  will  find  that  the  merchants  operating  most 
successfully  take  advantage  of  such  records  as  these  to  insure 
profits  from  their  business  They  realize  that  they  cannot 
know  that  a department  is  a losing  or  profit  making  depart- 
ment unless  they  have  records  on  that  department.  They  re- 
alize that  they  cannot  know  that  a clerk  is  an  earning  clerk  un- 
less they  have  records  on  the  sales  of  that  clerk  With  compe- 
tition keen  there  is  too  much  at  stake  in  indifference  to  such 
information.  However,  when  the  details  of  such  importance 
can  be  obtained  with  such  ease  as  that  offered  by  the  McCas- 
key Cash  Register  System  by  daily  records  on  the  detail  strip 
and  by  permanent  daily  and  monthly  and  yearly  totals  as  speed- 
il}^  entered  in  the  McCaskey  Business  Recorder,  you  will  find 
such  information  readily  gained  and  quickly  applied  to  the 
most  thorough-going  and  profitable  management  of  the  busi- 
ness. You  would  be  surprised  if  you  knew  that  the  goods  in 
one  or  two  or  more  of  the  departments  in  your  business  were 
not  turning  over  rapidly  enough  to  pay  the  interest  on  the 
money  you  have  tied  up  in  them.  I have  had  numbers  of  users 
find  that  such  was  the  case  with  them — the  McCaskey  Cash 
Register  System  has  saved  the  business  in  just  such  instances. 

“With  these  Daily  Record  Sheets  and-  Business  Recorder 
totals  you  can  compare  your  totals  from  day  to  day,  month  to 
month  and  year  to  year.  With  this  information  you  can  set 
quotas  for  your  various  departments  to  work  toward,  quotas 
for  your  clerks  to  work  toward  and  quotas  for  the  business  as 
a whole  to  work  toward.  Thus  additional  ambition  is  created 
in  everyone  connected  with  the  business  and  more  satisfactory, 
profitable  results  obtained. 

“Now  then,  we  have  not  only  discussed  the  value  of  de- 
partment records  but  we  have  agreed  to  some  extent  that  they 
are  necessary  to  intelligent  and  profitable  business  manage- 
ment. You  have  seen  these  records  in  the  making;  you  have 
seen  them  totaled  accurately  and  with  rapidity.  They  are  next 
placed  permanently  in  the  McCaskey  Business  Recorder.  This 
very  important  permanent  record  section  of  the  McCaskey 
System  will  be  shown  you  directly.  (See  “The  Daily  Record 
Sheet  and  Business  Recorder  Demonstration’*  pages  143  to  150). 

137 


McCASKEY  SALESMANSHIP 


Three  Divisions  with  Multifold  Advantages 

‘‘What  has  the  McCaskey  Cash  Register  System  to  offer 
you  now?  A cash  register  section  or  unit  of  practically  un- 
limited registering  capacity.  An  adding  and  calculating  unit 
which  provides  full  records  with  speed  and  accuracy.  A Mc- 
Caskey Business  Recorder  in  which  all  records  for  the  year 
are  carried  so  as  to  keep  you  instantly  informed  as  to  the  con- 
ditions of  the  business.  These  three  divisions,  each  with  multi- 
fold advantages,  are  to  become  installed  with  the  minimum  of 
effort  on  your  part  and  are  to  operate  immediately  to  cut  down 
your  time  wastes,  eliminate  your  losses  through  error  and  give 
you  from  this  time  forward  the  information  required  for  the 
most  intelligent  business  management. 

“The  final  thing  for  you  to  decide  upon  is  the  style  which 
wilf  adapt  itself  most  thoroughly  to  your  requirements.  Be- 
cause my  business  takes  me  to  so  many  dealers  whose  problems 
are  the  same  as  yours,  perhaps  I can  help  you  select  the  equip- 
ment which  is  finding  general  approval  in  your  business.  We 
have  a variety  of  styles  in  keyboards,  cabinets  and  finishes. 
Here  is  the  design  I had  in  my  mind  to  meet  your  require- 
ments. With  the  full  advantage  of  the  system  in  mind,  you  no 
doubt  look  forward  to  as  little  delay  as  possible  in  making  the 
installation.  We  can  have  it  here 

PHYSICAL  AND  SERVICE  ADVANTAGES 

The  most  favorable  presentation  of  the  McCaskey  Cash 
Register  System  can  only  be  made  through  a full  knowledge  of 
and  a working  experience  with  the  physical  and  service  fea- 
tures of  the  systems.  While  a single  demonstration  may  em- 
body but  a fev/  of  these  features,  every  advantage  of  the  sys- 
tem should  be  on  the  tongue’s  end  when  the  situation  calls  for 
additional  sales  points.  In  this  section  will  be  found  a classi- 
fied outline  of  the  physical  and  service  points  which  combine 
to  make  up  the  systems  together  with  crisp  and  clear  explan- 
atory paragraphs.  The  major  divisions  of  the  system  mechani- 
cally include  the  cash  register  and  the  adding  and  listing  ma- 
chine. Each  such  heading  is  briefly  expanded  as  are  the  more 
detailed  elements  or  parts  which  belong  to  these  divisions. 

The  cash  register  system — 

Composed  of  a registering  unit  and  cash  drawer  com- 
bination by  which  all  business  transactions  are  regis- 
tered and  in  which  cash  received  is  handled  ^ and 
change  made — cash  sales,  charge  sales,  paid  out  items 
and  received  on  account  amounts  are  separated  togeth- 
er with  full  information  on  sales  by  departments,  and 
by  clerks.  The  record  is  furnished  complete  on  a 
detail  strip  as  a means  to  intelligent  business  manage- 
ment and  control. 

The  adding  and  listing  machine — 

A rugged,  portable  standard  keyboard  adding  unit  with 
a capacity  range  of  from  six  to  seven  figures  according 
to  style  or  from  9 999  99  to  99  999  99. 

The  McCaskey  Daily  Record  Sheet — 

A sheet  designed  to  carry  a full  record  of  the  detailed 
activities  of  the  business  other  than  detailed  sales  rec- 
ords, containing  full  entries  on  all  receipts  and  expendi- 
tures of  cash,  up-to-the-minute  balances  showing  the 


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CASH  REGISTER  SYSTEM  DEMONSTRATION 


financial  condition  of  the  business  at  a glance,  full 
daily  record  of  invoices  entered,  checks  issued,  credit 
memos  received,  etc.;  arranged  to  make  easy  perman- 
ent entries  to  the  McCaskey  Business  Recorder. 

The  McCaskey  Business  Recorder — 

A conveniently  sized,  durably  covered  book  in 
which  all  sales  statistics,  controlling  account  figures, 
monthly  statement  of  net  worth  and  statement  of  earn- 
ings is  included  to  provide  a birdseye  view  of  the  con- 
dition of  the  business  from  day  to  day,  month  to  month 
and  year  to  year. 

Cabinet  Styles — 

Include  the  B-17  or  B-27  systems  with  medium  base 
and  metal  cash  drawer;  the  BB-17  or  BB-27  with  the 
large  wood  cash  drawer ; and  the  C-17  or  CC-17  etc., 
the  combination  single  unit  system — credit  and  cash. 

Cash  Drawer'-^ 

The  smaller  metal  cash  drawer  of  the  B or  C systems 
carries  6 change  compartments  and  3 currency  com- 
partments; the  larger  wood  drawer  of  the  BB  and 
CC  systems  carries  7 change  compartments  and  6 cur- 
rency or  miscellaneous  compartments. 

Keyboards — 

All  standard  72-key  keyboards  with  amount  keys  indi- 
cating the  dollars  and  cents  values  of  the  individual 
keys;  on  the  B-17,  BB-17,  etc.,  is  one  row  of  eight  sym- 
bol keys,  three-letter  abbreviation  of  departments  or 
letters  A to  H for  clerks  according  to  the  needs  of  the 
business,  and  seven  banks  of  keys  for  registering  and 
adding  amounts;  on  the  B-27,  BB-27,  etc,  is  a single  row 
of  three-letter  abbreviations  of  departments,  a single 
row  of  nine  lettered  keys  from  A to  H and  X for  clerk 
keys  and  six  banks  of  keys  for  registering  and  adding 
amounts. 

Special  Keyboard-^ 

72-key  keyboard  with  special  arrangement,  more  parti- 
cularly for  filling  stations  and  garages.  Is  B-17,  BB-17, 
etc.,  style  with  one  row  of  three-letter  abbreviations 
for  departments,  two  rows  of  black  keys  with  numerals 
for  registering  number  of  units  sold  from  1 to  99,  and 
five  rows  or  banks  of  keys  for  registering  and  adding 
amounts. 

Keys,  Special^ 

Total  Key — for  taking  totals,  clearing  keyboard  only  or 
for  clearing  machine ; prints  in  purple  showing  ‘T’  to 
the  right  side  of  detail  strip. 

Paid  Out  Key — a blue  key  for  use  in  registering  paid  out 
items ; prints  in  red,  showing  symbol  to  the  right 
side  of  detail  strip.  When  this  key  is  used  the  amount 
is  not  added  into  the  total  in  the  dials;  it  may  be  used 
for  non-add  key  services  when  the  system  is  being  used 
for  listing  and  calculating  purposes. 

Charge  Key — a red  key  for  registering  charge  sales ; 
prints  in  purple,  showing  symbol  on  the  right  side 
of  the  detail  strip.  The  amount  is  not  added  into  the 
total  dials  when  this  key  is  used. 


139 


McCASKEY  SALESMANSHIP 


Received  on  Account  Key — The  top  key  on  the  first  or  de- 
partment row  of  symbol  keys  bearing  the  letters  ‘REC’ 
to  indicate  amounts  received  on  account.  The  amounts 
printed  with  this  key  are  added  into  the  totals  in  the 
dials  because  they  represent  money  received  into  the 
cash  drawer. 

Repeat  Key — when  pressed  and  locked  back  makes  pos- 
sible repeated  printing  and  adding  of  item  set  up  on 
keyboard. 

Lever — 

When  operated  by  forward  pull  and  released  per- 
forms three  distinct  functions — prints  item  set  up  with 
full  description  on  detail  strip,  adds  amount  into  totals 
and  opens  cash  drawer;  completes  all  other  operations 
of  the  system  as  proper  keys  are  pressed. 

Cash  Drawer  Bell — 

Mechanically  operated  as  drawer  opens,  announcing 
action  on  the  part  of  the  system;  impossible  to  open 
cash  drawer  without  ringing  the  bell. 

Detail  Strips 

Paper  roll  on  which  all  items  placed  in  system  are 
printed;  it  unwinds  automatically  with  each  operation 
and  is  ready  for  the  next. 

Detail  Strip  Rewind — 

An  automatic  attachment  by  which  the  used  end  of  the 
detail  strip  rewinds  about  a spool  upon  which  it  is 
clamped. 

Detail  Strip  Spacer — 

Lever  to  right  of  detail  strip  housing  grants  control 
over  spacing  of  items  printed  on  detail  strip;  user  has 
alternative  of  single  or  double  spacing  of  items. 

Detail  Strip  Reverse  Lock — 

Lever  to  left  of  detail  strip  rewind  which  can  be  set  so 
that  detail  strip  can  or  cannot  be  reversed  at  wish  of 
proprietor. 

Detail  Strip  Housing — 

Metal  cover  which  is  placed  over  the  rewind  attach- 
ment and  the  detail  strip  and  locked  to  give  full  pro- 
tection and  privacy  to  the  detail  strip. 

Symbol  Keys— 

Keys  in  first  or  first  and  second  rows  from  the  left  by 
which  departments  and  clerks  are  designated  (see  key- 
board description). 

Symbol  Keys,  Printed  — 

Provide  for  special  printing  of  names  on  symbol  key- 
tops  for  departments,  etc,  according  to  requirements  of 
individual  buyers. 

Special  Type  Bars — 

The  extra  width  type  bar  on  the  left  end  of  the  row  of 
printing  type  bars;  wide  enough  to  carry  the  three- 
letter  abbreviations  for  the  departments  of  the  particu- 
lar business  and  the  ‘REC  for  the  received  on  account 
symbol. 

Indicating  Symbol — 

Prints  a large  dot  on  the  detail  strip  when  the  operat- 

140 


CASH  REGISTER  SYSTEM  DEMONSTRATION 


ing  lever  is  pulled  forward  and  the  machine  is  operat- 
ed, making  it  impossible  to  operate  the  system  without 
the  printing  of  the  dot  or  other  symbols. 

Total  Dials--- 

Number  wheels  beneath  glass  covered  slot  at  foot  of 
keyboard  which  register  the  amount  of  the  total  held 
in  the  machine. 

Dial  Shutter-^ 

Slide  which  covers  the  total  dials  concealing  the  total 
figures  from  view. 

Locks— 

Total  Key  Lock — small  lock  between  total  and  paid  out 
keys  which  prevents  the  total  key  from  operating  when 
locked. 

Dial  Shutter  Lock — to  the  right  end  of  dial  slot  by  opera- 
tion of  which  the  dial  shutter  is  locked  open  or  closed. 

Detail  Strip  Housing  Lock — small  lock  on  right  hand  side 
of  housing  which  prevents  housing  from  being  re- 
moved. 

Cash  Drawer  Lock — lock  at  front  right  hand  corner  of  reg- 
istering and  adding  unit  by  which  cash  drawer  is  lock- 
ed against  operation  when  lever  is  pulled. 

Cash  Drawer  Switch — 

Slide  switch  directly  back  of  cash  drawer  lock  by  which 
operation  of  cash  drawer  can  be  stopped  at  time  desired 
for  use  of  system  in  adding  or  listing  capacity. 

Autographic  Attachment — 

Metal  plate  back  of  detail  strip  providing  means  of 
entering  any  data  desired  by  pencil,  etc.,  during  course 
of  business  day  or  while  calculating,  etc. 

Audit  Slip  Holders — 

Metal  hooks  hanging  from  the  lower  edge  of  auto- 
graph attachment  plate,  one  on  either  side  of  the  detail 
strip,  by  use  of  which  salesslips,  checks,  invoices,  etc., 
can  be  held  in  place  while  total  or  amount  item  is  print- 
ed. 

Amount  of  Purchase  Pads — 

Pads  of  slips  partly  carbonized  and  printed  with  name 
of  business  to  be  used  in  giving  customer  record  of 
amount  of  items  purchased. 

Parts — minimized — 

Solid  type  bars  and  other  mechanical  perfections  make 
possible  operation  of  McCaskey  with  approximately 
1000  less  parts  than  other  standard  keyboard  adding 
units. 

Ribbon— 

Automatically  reverses  itself  without  attention,  two 
color  for  registering  items  in  purple,  paid  outs  in  red. 

Key  Tops— 

Durable  typewriter  keytops  instead  of  less  satisfac- 
tory celluloid  buttons,  etc. 


141 


McCASKEY  SALESMANSHIP 


SERVICE  ADVANTAGES  AS  A CASH  REGISTER— 
AS  AN  ADDING  MACHINE 
Perhaps  nothing  is  more  striking  in  its  impression  on  a 
prospect  who  is  wavering,  following  a demonstration,  than  a 
clear  cut,  crisp  summary  of  the  advantages  to  be  derived  from 
the  product  in  question.  In  realization  of  this  fact,  the  several 
service  advantages  of  the  cash  register  section  of  the  McCas- 
key  System  have  been  enumerated  below,  and  following  that 
the  adding  machine  services. 

As  a cash  register,  the  McCaskey  Cash  Register  System: 
Registers  cash  sales — 

Registers  charge  sales — 

Registers  paid  out  items  in  red — 

Registers  received  on  account  amounts — 

Shows  by  indicating  symbol  when  register  has  been  oper- 
ated— 

Registers  sales  or  transactions  by  the  department  from 
which  they  are  made — 

Registers  sales  or  transactions  by  the  clerks  making  them — 
Registers  these  amounts  with  almost  unlimited  capacity, 
from  $9,999.99  to  $99,999.99  according  to  the  style  used — 
Gives  a total  of  the  day’s  receipts  in  the  total  dials  at  any 
time  during  the  day  and  at  the  close  of  the  business 
day — 

Gives  privacy  and  lock  protection  to  the  records  on  the 
detail  strip — 

Gives  privacy  and  lock  protection  to  the  totals  in  the 
dials — 

Protects  the  total  key  by  lock — 

Protects  the  cash  drawer  by  lock — 

Announces  operation  of  the  cash  drawer  by  bell — 

Permits  entry  by  way  of  autographic  attachment  of  any 
special  information  desired  on  any  transactions  taking 
place — 

As  an  adding  and  listing  machine,  the  system: 

Adds — 

Subtracts 
Multiplies — 

Lists — 

Provides  a purple  ‘T’  as  a clear  signal — 

Provides  purple  totals  on  the  detail  strip — 

Totals  and  checks  cash  drawer  money — 

Totals  and  checks  department  sales — 

Totals  and  checks  clerk  sales — 

Totals  and  checks  controlling  accounts — 

Totals  and  checks  any  and  all  other  records  desired — 
Provides  check  protection — 

Audits  salesslips — 

Audits  invoices — 

Calculates  estimates — 

Lists  stock  items  for  inventory — 

Performs  these  functions  with  the  greatest  possible  speed 
and  accuracy — why? 

1 —  Corrections  are  made  in  any  individual  column  with- 
out disturbing  figures  in  other  colums — eliminating 
unnecessary  repetition. 

2 —  Ciphers^  are  printed  automatically — eliminating  at 
least  thirty  percent  of  the  work  of  operating  the  key 
board  (ciphers  represent  approximately  thirty  per- 
cent of  all  the  figures  used.) 

142 


DAILY  RECORD  SHEET  A.ND  BUSINESS  RECORDER 


3 — Two,  three  and  even  four  keys  can  be  pressed  at 
the  same  time  where  combinations  occur  permitting 
such  operations  (555,  667,  234,  etc). 

Maintains  three-fold  visibility  from  any  position  in  which 
the  system  can  be  reasonably  operated — 

1 —  The  detail  strip  is  visible  and  the  amount  printed 
can  be  checked  at  once  it  registers. 

2 —  The  keyboard  is  visible  and  the  amount  set  up  can 
be  checked  before  the  lever  is  operated. 

3 —  The  total  dials  are  visible  and  the  totals  can  be 
taken  off  instantly. 

THE,  DAILY  RECORD  SHEET  AND  BUSINESS 
RECORDER  DEMONSTRATION 

*‘To  operate  this  business  or  any  business,  for  that  matter, 
so  that  it  will  bring  you  the  real  profit  that  the  business  is 
capable  of  bringing,  you  ought  to  have  before  you  every  day  of 
the  year,  in  some  sort  of  usable  fashion,  the  figures  which  rep- 
resent just  what  is  happening  in  the  business.  You  ought  to 
know  each  day  how  you  stand  financially — know  what  your 
cash  condition  is,  your  bank  condition,  your  outstanding  ac- 
counts receivable,  your  accounts  payable  to  others,  etc.  You 
ought  to  know  what  the  business  is  costing  you — what  your 
expenses  are  from  day  to  day  and  month  to  month,  whether 
your  merchandise  is  marked  to  cover  such  expenses  and  yet  in- 
clude a per  cent  of  net  profit  which  you  have  a right  to  expect 
to  make  your  investment  of  time  and  money  profitable.  You 
ought  to  know  what  the  divisions  of  your  business  are  doing 
for  you,  losing  money  or  making  it. 

“In  this  day  every  business  ought  to  be  departmentized  in 
some  respect,  so  that  you  who  run  the  business  can  put  your 
fingers  on  the  strong  departments  and  make  them  count  more 
and  more  heavily  towards  profits,  and  put  your  fingers  on 
the  weaker  points  and  correct  existing  evils  or  do  away  all 
together  with  departments  being  operated  at  a loss  and  drain- 
ing the  profits  being  made  elsewhere.  You  ought  to  know 
what  your  help  means  to  you.  Figures  are  available  today 
which  will  tell  you  what  a clerk  should  sell  in  your  line  of 
business  to  be  worth  the  salary  paid.  Maybe  you  could  make 
more  money  if  you  paid  some  clerks  more;  perhaps  others  are 
being  paid  too  much.  If  you  have  not  the  means  of  knowing 
these  things  in  your  business,  you  need  the  system  which  will 
give  you  that  information  at  small  cost,  but  with  telling  effect. 

“Other  businesses  fail  by  the  hundreds  and  thousands  ev- 
ery year  because  of  incompetency.  That  means  that  the  fel- 
lows who  run  the  business  do  not  know  enough  about  it  to 
protect  themselves  from  losses.  Competition  in  such  a busi- 
ness as  yours  is  so  almighty  keen  today  that  you  know  and  I 
know  that  there  is  no  money  to  be  made  except  a fellow  is 
posted  to  the  minute,  on  his  toes  to  take  advantage  of  favor- 
able breaks  and  on  his  toes  to  protect  himself  against  unfav- 
orable breaks. 

“That  is  the  problem  which  the  McCaskey  System  (credit 
or  cash  or  complete)  has  solved  for  hundreds  of  thousands  of 
others.  It  is  in  position  to  do  the  same  for  you.  You  prob- 
ably know  what  your  total  sales  come  to  each  day.  Do  you 
know  what  part  of  them  were  cash  sales  and  what  part  were 
credit?  Do  you  know  how  much  money  you  have  outstanding 

143 


McCASKEY  SALESMANSHIP 


on  credit  accounts  ? Do  you  know  that  the  departments  from 
which  your  sales  were  made  are  paying  you  profit  or  losing 
you  money?  Do  you  know  how  much  money  you  have  in  the 
bank  today?  How  much  you  owe  others?  How  much  it  is 
costing  you  every  day  or  every  month  to  operate  this  business? 
How  your  expenses  are  divided  and  whether  or  not  some  of 
them  are  top  heavy  and  unfavorably  proportioned  to  help  you 
make  the  money  you  can  make  here?  These  are  but  a few  of 
the  questions  you  should  be  able  to  answer  by  records  at  hand 
every  day.  The  answers  to  these  questions  are  existant  facts 
concerning  this  particular  business  that  you  can  and  should 
have  to  help  the  business  grow,  pay  you  profit  and  make  your 
time  here  worth  while. 

“These  are  questions  which  the  McCaskey  Daily  Record 
Sheet  and  the  McCaskey  Business  Recorder  will  answer  for 
you  every  day  of  the  world.  And  they  are  but  a few  of  the 
questions  these  McCaskey  System  features  are  prepared  to 
answer.  The  McCaskey  goes  through  with  you  from  the  time 
of  the  original  transaction  to  the  completed  record.  I am  safe 
in  saying  that  you  have  never  known  a means  of  getting  into 
black  and  white  so  much  important  information  with  such 
little  effort.  The  McCaskey  makes  it  easy  for  you  to  know 
these  things  you  want  to  know  if  you  want  to  make  your  busi- 
ness develop  according  to  its  possibilities. 

The  Daily  Record  Sheet 

“Glance  for  a minute  at  this  McCaskey  Daily  Record  Sheet 
Pad.  As  these  simple  directions  for  its  use  state,  it  ‘is  a con- 
venient form  on  which  to  record  cash,  checks,  invoices,  etc., 
daily.’ 

“With  the  McCaskey  system  through  which  to  handle  your 
sales  on  account  and  the  McCaskey  cash  register  by  which  to 
record  your  sales  and  other  transactions  throughout  the  day, 
this  Daily  Record  Sheet  makes  it  possible  for  you  to  maintain 
all  other  necessary  records,  and  makes  it  an  easy  matter  to 
place  your  permanent  record  totals  in  this  McCaskey  Business 
Recorder  for  a lasting,  daily,  monthly  and  yearly  record  of  all 
important  facts  and  figures  which  report  the  operation  of  the 
business. 

“The  first  thing  you  will  notice  here  is  the  Cash  Record. 
On  the  lines  of  this  section  each  day  you  make  a record  of  all 
incoming  cash  or  all  outgoing  cash  except  that  having  to  do 
with  your  sales.  All  cash  received  or  paid  out  together  with 
the  clerk  number,  the  register  number  and  the  name  of  the 
person  from  whom  the  cash  was  received  or  to  whom  it  was 
paid.  In  this  account  column  you  place  the  name  of  the  ex- 
pense account  or  other  account  which  will  be  effected  by  cash 
receipts  other  than  the  cash  received  on  account,  and  by  pay- 
ments made  from  the  cash  drawer  on  expenses,  or  for  other 
reasons  than  for  expense  or  for  merchandise,  because  an  en- 
tire column  is  given  to  that  paid  out  for  merchandise.  In  fact, 
whenever  anything  is  paid  out  in  cash  from  the  cash  drawer 
record  is  made  here,  and  whenever  any  cash  is  received  aside 
from  that  received  on  sales,  entry  is  made  here.  Thus  the  sheet 
makes  possible  an  absolutely  complete  record  of  every  cash 
transaction  taking  place.  At  the  foot  of  the  section  a summary 
is  made  each  day  of  all  cash  received  and  in  this^  instance  the 
total  of  sales  is  brought  over  from  the  cash  register  and  the 
totals  of  the  columns  above  set  down  and  added  to  give  the 
total  cash  receipts  for  the  day. 

144 


DAILY  RECORD  SHEET  AND  BUSINESS  RECORDER 


“Here  is  a place  also  for  the  cash  sales  total  and  the  credit 
sales  total  so  that  on  the  same  form  you  have  a complete  suni- 
mary  of  sales  as  taken  from  your  McCaskey  cash  and  credit 
registers.  To  complete  the  story  we  give  a place  here  for  the 
summary  of  cash  paid  out  during  the  day.  It  may  have  been 
paid  out  for  stock,  or  for  expense,  or  for  some  other  reason, 
such  as  for  property  acquired,  fixtures,  etc.,  or  the  money 
might  have  been  withdrawn  for  deposit.  All  of  these  items  are 
gathered  and  totaled  to  let  you  know  each  day  how  much  cash 
was  paid  out. 

“Right  along  side  here  is  one  of  those  answers  to  ques- 
tions I told  you  the  McCaskey  would  give.  Here  is  a balance 
of  your  cash  right  up-to-the-minute  every  night.  Space  is  pro- 
vided to  list  the  cash  you  had  at  hand  at  the  beginning  of  the 
day,  and  to  add  the  total  cash  received  for  the  total  figure  of 
cash.  Next  the  total  of  cash  paid  out  during  the  day  is  de- 
ducted so  that  you  have  every  day  your  total  of  cash  on  hand. 
The  manner  in  which  you  have  obtained  it  is  a check  on  your 
records  for  the  day.  The  cash  drawer  should  come  out  right 
if  your  records  are  properly  entered. 

“Let  us  turn  the  sheet  over  for  a moment  so  that  you  can 
see  the  very  clear  way  in  which  the  McCaskey  System  provides 
for  a full  entry  of  all  invoices,  checks,  credit  memorandums, 
etc.  In  this  section  headed  Invoices  Received,  you  will  list 
every  invoice  that  is  to  be  paid  by  check.  Space  is  provided 
for  the  date  of  the  invoice,  the  name  of  the  company  or  indi- 
vidual sending  it  and  the  amount  of  the  invoice.  Again  there 
is  an  account  column  in  which  to  note  which  expense  account 
or  what  other  account  the  invoice  may  properly  be  related  to 
other  than  the  merchandise  account.  Each  invoice  amount  is 
entered  in  this  column  headed  ‘Total  of  Each  Invoice.^  Also 
each  invoice  amount  is  entered  in  one  of  these  other  three  col- 
umns so  that  your  merchandise  purchases,  your  expenses  and 
your  other  expenditures  are  kept  separate  and  ready  to  be 
quickly  and  easily  totalled  at  the  end  of  the  day.  Here  you 
answer  again  important  questions  which  are  necessary  to  the 
intelligent  management  of  your  business. 

“You  no  doubt  receive  credit  memorandums  from  time  to 
time;  the  Daily  Record  Sheet  gives  space  for  making  entry  of 
them  and  reminds  you  to  credit  the  proper  accounts  that  your 
records  be  kept  accurate  and  in  balance. 

“Nothing  comes  closer  to  the  heart  of  your  business  than 
your  records  of  checks  issued;  when  such  expenditures  are 
controlled  and  you  are  in  position  to  know  at  all  times  what 
such  payments  cover  in  the  way  of  merchandise  costs,  ex- 
penses, etc.,  you  can  work  intelligently  toward  cutting  costs, 
etc.,  but  if  you  do  not  know  these  details,  you  merely  guess  as 
to  the  condition  of  your  business.  The  Daily  Record  Sheet 
divides  the  record  of  checks  issued  into  two  divisions,  one 
where  record  is  made  of  checks  issued  in  payment  of  invoices 
which  have  been  entered  previously,  the  other  to  record  checks 
issued  when  no  invoice  has  been  entered. 

“In  the  first  case,  the  sheet  provides  for  entry  of  the  num- 
ber of  the  check,  the  amount  of  the  invoice  being  paid,  the 
amount  of  the  check,  the  cash  discount  taken,  the  deducation 
for  merchandise  returned,  if  any,  and  any  other  deductions 
made  and  the  account  favored  by  such  deductions ; in  the  oth- 
er case,  the  number  of  the  check,  the  amount  of  the  check  and 
the  account  affected  by  the  payment.  Plenty  of  room  is  pro- 

145 


McCASKEY  SALESMANSHIP 


vided  for  all  checks  issued  in  a single  day.  The  totals  of  these 
columns  tell  you  each  day  the  amount  of  the  invoices  paid, 
the  total  amount  of  checks  issued,  the  amount  of  discount 
earned,  the  amount  of  deductions  taken,  and  the  expense  ac- 
counts and  other  accounts  to  which  all  payments  belong. 

“Now  then,  with  the  information  gained  from  these  sever- 
al sources,  you  have  made  out  for  yourself  each  day  a report 
as  comprehensive  and  vital  as  the  executives  of  any  great  and 
profitable  business  require  placed  before  them  for  daily  study, 
and  as  a guide  to  their  activities  toward  building  up  the  busi- 
ness. 

“We  turn  back  now  to  this  section  of  the  sheet  headed 
‘Daily  Balances.’  You  will  remember  that  we  obtained  up  here 
a daily  balance  of  the  cash  on  hand.  That  is  but  one  import- 
ant item  in  the  control  of  a business.  Consequently  we  pro- 
vide through  this  sheet  space  to  keep  a record  of  the  daily 
balance  in  the  bank,  of  the  daily  balance  of  accounts  receiv- 
able, the  money  owed  you  by  customers,  and  the  daily  balance 
of  accounts  payable  or  the  money  you  owe  your  creditors.  To 
carry  you  a step  further  in  providing  information  on  which  to 
determine  the  course  of  the  business  you  will  notice  we  have 
also  included  space  for  the  up-to-the-minute  report  on  cash 
sales  to  date,  on  credit  sales  to  date  and  on  your  purchases  of 
merchandise  to  date,  from  the  beginning  of  the  month,  the 
year,  or  any  other  seasonal  landmark  you  wish  to  figure  from. 
All  the  information  carried  here  has  been  obtained  as  the  sim- 
ple result  of  the  entries  made  throughout  the  day  and  the  to- 
taling of  the  columns,  together  with  the  consistent  carrying 
forward  of  balances  from  the  day  before.  Did  you  ever  realize 
that  you  could  know  so  much  about  your  business  with  so  little 
effort?  McCaskey  users  tell  us  they  wish  they  had  had  the 
McCaskey  long  ago,  they  know  they  would  have  made  more 
money.  They  appreciate  tremendously  its  value  to  them  to- 
day. 

The  Business  Recorder 

“But  the  Daily  Record  Sheet  cannot  do  everything  for  you. 
It  presents  for  your  consideration  the  business  as  it  stands  to- 
day. It  blends  with  the  McCaskey  Business  Recorder  to 
grant  you  a comparison  with  the  standing  of  the  business  for 
last  month,  the  month  before,  the  same  month  a year  ago,  etc. 

“Since  we  have  been  considering  the  original  entries  on  the 
financial  or  controlling  end  of  the  business,  we  will  turn  to 
the  Controlling  Section  of  the  Business  Recorder.  In  it  you 
keep  the  accounts  which  tell  you  from  day  to  day  and  month 
to  month  just  what  the  business  is  doing.  The  figures  entered 
to  these  accounts  are  taken  from  the  Daily  Record  Sheet 
each  day.  In  fact  these  notations  at  the  foot  of  the  several 
sections  of  the  Daily  Record  Sheet  are  the  instructions  which 
make  it  easy  for  you  to  accurately  and  fully  make  all  Business 
Recorder  entries  so  that  you  can  take  a daily  trial  balance  if 
you  desire. 

The  Controlling  Accounts 

“In  the  very  front  of  the  Business  Recorder  is  a page  of 
instructions  You  will  notice  that  we  have  included  here  the 
several  accounts  which  are  practically  essential  to  any  busi- 
ness. You  are  at  liberty,  however,  to  add  to  or  cut  down  the 
number  of  Controlling  Accounts  suggested  as  you  desire. 

“From  the  McCaskey  Daily  Recorder  Sheet  you  carry  the 
totals  into  the  Business  Recorder,  into  the  Controlling  Sec- 


146 


DAILY  RECORD  SHEET  AND  BUSINESS  RECORDER 


tion.  It  is  in  this  section  that  you  carry  your  permanent  rec- 
ords of  the  financial  condition  of  the  business.  Take  the  first 
account  shown  here  in  my  sample  installation,  the  Cash  Ac- 
count. The  first  column  is  the  ‘Cash  Received'  column  and  in 
it  you  enter  the  total  of  ‘Cash  Receipts'  as  obtained  from  the 
front  side  of  the  Daily  Record  Sheet  under  Cash  Record.  In 
the  next  column  of  the  Business  Recorder  you  enter  the 
amount  of  ‘Cash  Paid  Out,'  this  is  simply  the  cash  paid  out 
total  taken  from  the  same  Cash  Record.  In  that  way  you  con- 
trol your  entire  business  by  keeping  the  cash  account,  bank 
account,  accounts  receivable  account,  merchandise  account,  ac- 
counts payable  account,  net  worth,  sales  and  discount  acounts, 
and  as  many  divisions  of  an  expense  account  as  you  wish. 

“Let's  take  a moment  to  be  sure  we  understand  each  other 
on  the  importance  of  these  several  accounts.  Money  in  the 
form  of  profits  stands  as  the  leading  reason  for  your  business 
activity.  A careful  plan  of  keeping  informed  as  to  where  you 
stand  in  the  way  of  money  available  for  financing  the  busi- 
ness is  important.  This  Daily  Record  Sheet  and  Business 
Recorder  complete  such  a plan.  By  keeping  this  daily  record  of 
cash  received  and  cash  paid  out,  you  are  in  position  to  know 
at  all  times  what  cash  you  can  command. 

“Working  hand  in  hand  with  the  cash  account  is  the  bank 
account.  In  it  you  keep  a record  of  the  money  you  put  in  the 
bank,  and  of  the  money  you  check  out;  you  are  continually  in- 
formed as  to  your  cash  assets  available. 

“The  accounts  receivable  account  is  simply  a record  of 
your  sales  to  customers  given  the  credit  buying  privilege,  and 
your  record  of  payments  made  to  you  on  their  accounts.  You 
are  enabled  to  keep  track  of  sales  and  collections  through  this 
account.  When  the  totals  at  the  end  of  the  month  show  the 
collections  in  proportion  to  sales  to  be  above  the  average,  you 
know  that  your  accounts  are  in  a favorable  condition,  that  col- 
lections are  good.  You  are  able  to  see  at  once  when  collec- 
tions fall  short  and  you  are  warned  to  take  the  proper  steps 
to  keep  credit  buying  and  payments  under  control  You  cannot 
be  badly  scorched  by  poor  credit  customers  under  such  a daily 
study  of  your  true  credit  account  condition. 

“A  comparative  record  showing  the  amount  of  purchases 
against  the  year  before,  etc.,  is  permitted  by  the  merchandise 
account.  Also  the  relationship  of  purchases  to  sales  contin- 
ually gives  you  important  information  on  which  to  operate 
your  business.  The  merchandise  total  from  a given  date  should 
not  pile  up  faster  than  the  sales  total  or  you  will  find  your- 
self carrying  a greater  investment  in  merchandise  than  is  nec- 
essary or  profitable.  Consistent  study  of  this  account  develops 
wisdom  in  buying. 

“The  money  you  owe  your  creditors  is  controlled  by  the 
accounts  payable  account.  By  it  you  keep  record  of  just  what 
you  owe  according  to  invoices  received;  and  just  what  you 
have  paid  according  to  checks  issued  on  invoices. 

“By  keeping  a sales  account  you  have  a record  of  the  main 
source  of  business  income.  It  is  through  sales  that  you  watch 
your  business  develop.  By  watching  this  account  you  can  see 
any  forward  or  backward  trend.  Your  comparative  record  of 
sales  from  month  to  month,  season  to  season,  etc.,  becomes  a 

147 


McCASKEY  SALESMANSHIP 


barometer  by  which  you  guide  yourself  in  framing  the  business 
policy. 

“The  interest  and  discount  earned  by  the  business  is  evi- 
dence of  good  management.  It  is  carried  in  a separate  ac- 
count and  is  another  source  of  income. 

“Here  in  the  very  back  of  the  book  is  another  controlling 
account,  the  List  of  Property.  All  purchases  or  sales  of  prop* 
erty,  fixtures,  etc.,  are  listed  here,  giving  in  one  place  a fully 
desirable  record  of  what  the  business  owns. 

“There  is  also  a net  worth  account  which  tells  you  from 
month  to  month  just  what  the  business  is  worth  to  you. 
This  total  increases  or  falls  off  according  to  the  profit  or  loss 
resulting  from  the  month's  activity;  or  according  to  withdraw- 
als from  or  additions  to  the  capital  invested. 

“The  expense  account,  generally  broken  down  into  a num- 
ber of  separate  expense  accounts  can  be  handled  in  any  way 
your  particular  business  requires.  Here  we  have  suggested 
eight  divisions,  light,  heat  and  power,  salaries  and  wages,  store 
supplies,  office  expense,  advertising,  delivery  expense,  insur- 
ance and  taxes,  and  general  expense.  Every  business  can  be 
taken  care  of  in  a different  way;  the  McCaskey  Business  Re- 
corder is  so  arranged  to  permit  of  broad  detail  or  a very  mini- 
mum of  expense  detail  as  you  desire.  You  will  notice  that 
there  are  twelve  columns  on  each  of  these  pages.  The  flexi- 
bility which  characterizes  the  book  has  won  strong  favor  with 
McCaskey  System  users  everywhere. 

“Thus  you  see  readily  enough  that  the  McCaskey  Daily 
Record  Sheet  and  the  Controlling  Section  of  the  McCaskey 
Business  Recorder  are  in  position  to  work  closely  with  you 
and  keep  you  informed  as  to  where  your  income  is  coming 
from,  what  your  expenditures  are  for,  and  just  what  each  dol- 
lar does  for  you  in  this  business. 

The  Sales  Distribution  Section 

“While  the  Controlling  Section  is  telling  you  what  the 
business  is  doing,  the  Sales  Distribution  Section  provides 
statistics,  easily  obtained  and  entered,  which  tell  you  why  the 
condition  of  the  business  is  as  it  is — good  or  bad,  etc.  Here 
we  provide  a place  for  you  to  keep  close  track  of  sales  by  de- 
partments each  day,  each  month  and  each  year;  the  same  record 
is  available  through  this  section  for  sales  by  clerks. 

Department  Sales  Records 

“The  Chamber  of  Commerce  of  the  United  States,  by  ex- 
perience gained  in  many  investigations  of  such  businesses  as 
yours,  has  stated  that  all  information  relating  to  a business 
has  value  to  its  owner;  that  a store  must  be  departmentalized 
if  the  owner  is  to  know  how  much  money  he  is  receiving  for 
different  kinds  of  merchandise.  More  and  more  merchants 
are  recognizing  that  success  in  business  is  due  in  part  to  such 
a plan.  They  appreciate  the  fact  that  it  is  this  method  of  de- 
partmentization  that  puts  the  big  department  store  over.  They 
have  found  out  as  you  will  that  each  department  of  a business 
should  be  run  as  a business  within  itself,  if  you  would  protect 
the  earnings  of  profitable  departments  from  being  eaten  up  by 
the  losses  of  departments  which  are  unprofitable  yet  unknown 
to  be  so  as  far  as  you  are  concerned.  The  McCaskey  System 
makes  it  easy  for  you  to  obtain  and  use  this  information.  The 
detail  strip  of  the  McCaskey  cash  register  supplies  the  origin- 

148 


DAILY  RECORD  SHEET  AND  BUSINESS  RECORDER 


al  information — the  Sales  Distribution  Section  of  the  Business 
Recorder  holds  it  for  your  permanent  use. 

Clerk  Sales  Records 

‘^Clerks  in  your  store  are  either  making  you  money  or  los- 
ing you  money.  They  may  be  paid  too  much  or  too  little  for 
the  kind  of  business  you  are  doing  and  the  manner  in  which 
they  are  aiding  you  to  develop  it.  Here  again  studies  have 
been  made.  Merchants  find  that  they  have  so  much  to  pay  for 
fixed  expenses,  so  much  to  devote  to  other  business  building 
methods,  and  that  they  can  afford  to  pay  but  a certain  percent 
of  their  total  sales  for  salaries  and  wages.  What  an  individual 
sales  person  earns  is  based  most  fairly  on  what  that  person 
sells.  The  McCaskey  System  provides  you  with  information 
on  which  to  judge  what  such  salaries  or  wages  should  be,  and 
gives  space  here  in  the  Sales  Distribution  Section  to  keep  your 
daily,  monthly  and  yearly  record  of  the  business  done  by  each 
of  your  clerks.  Attention  to  this  problem  is  another  step  in 
the  direction  of  eliminating  carelessness  and  losses,  and  re- 
warding yourself  and  your  associates  for  ambition  and  loyalty 
with  profits. 

The  Statement  of  Earnings 

“Now  I am  going  to  show  you  the  thing  that  every  man  in 
business  is  100%  interested  in  knowing — how  to  know  your 
profit  with  the  minimum  amount  of  work.  Through  the  instruc- 
tion sheet  in  the  fore  part  of  this  Business  Recorder,  and  again 
through  the  use  of  the  McCaskey  System  Supplement,  this 
booklet  which  accompanies  every  Business  Recorder,  you  are 
shown  the  ready  way  in  which  to  take  a McCaskey  trial  bal- 
ance. This  is  simply  a listing  of  the  account  totals  in  the  Con- 
trolling Section  in  a manner  which  proves  the  accuracy  of  the 
entries  for  the  month.  When  this  is  done  and  your  balance  is 
properly  obtained  you  make  up  what  we  have  called  your 
Statement  of  Earnings. 

“This  statement  is  but  the  listing  of  all  your  income  totals 
and  all  totals  of  cost  and  expense  for  the  purpose  of  gaining  a 
profit  and  loss  figure.  The  Federal  Income  Tax  Return  can 
be  completed  in  a few  moments  at  the  end  of  the  year  due  to 
the  complete  manner  in  which  the  monthly  figures  are  set 
down  in  the  Business  Recorder  from  month  to  month.  Revenue 
men  have  frequently  approved  highly  the  McCaskey  method  of 
providing  this  necessary  information.  The  government  de- 
mands that  you  have  it — the  McCaskey  makes  it  a matter  of 
moments  each  year  by  aiding  you  to  consistent  month-to-month 
figures. 

The  Total  Record 

“Finally,  through  the  Business  Recorder,  we  do  you  one 
more  good  turn — we  make  easy  the  handling  of  the  monthly 
total  record  statement.  Here  are  listed  your  assets  and  your 
liabilities  as  of  the  end  of  each  month.  The  figures  are  taken 
from  your  Controlling  Section,  the  matter  of  few  moments. 

Summary  of  Business  Recorder 

“The  information  contained  in  this  book  has  many  out- 
standing advantages  for  you.  It  will  tell  you  the  things  that 
will  help  you  to  make  more  money  and  protect  your  business 
against  costly  losses  It  will  give  you  the  information  your 
banker  will  want  any  time  you  present  a request  for  a loan. 
Many  a banker  has  studied  the  McCaskey  Business  Recorder, 
recognized  the  efficient  control  of  the  business  established  as 
the  result  of  such  complete  information  and  complimented  the 
merchant  on  such  effective  methods.  Businesses  have  been  in- 


149 


McCASKEY  SALESMANSHIP 


corporated  with  understanding  and  dispatch  by  virtue  of  Mc- 
Caskey  Business  Recorder  records;  businesses  have  been  sold 
to  advantage,  a mutual  one,  where  the  McCaskey  Business  Re- 
corder has  given  clear  evidence  of  business  volume  done  in 
the  past,  the  status  of  the  outstanding  accounts,  the  up-to-the- 
minute  merchandise  records,  accounts  payable  records,  etc. 

CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY 


McCASKEY  SALESMANSHIP 

1 —  What  part  does  enthusiasm  play  in  selling? 

2 —  With  what  class  product  does  the  company  pro- 

vide you? 

3 —  What  does  the  company  expect  of  a McCaskey 

salesman  ? 

4 —  Is  selling  success  to  be  considered  a matter  of 

territory? 

5 —  How  can  3^ou  build  a business  in  your  territory? 

6 —  What  advantages  result  from  properly  made  sales? 

7 —  Is  a door  to  door  canvas  a good  method  to  use? 

8 —  What  constitutes  an  ideal  system  of  accounts? 

9 —  Why  is  the  McCaskey  System  an  ideal  system? 

10 —  What  is  the  ideal  book  of  original  entry?  Why? 

11 —  What  is  the  ideal  account?  Why? 

12 —  What  is  the  ideal  statement?  Why? 

13 —  Of  what  does  the  McCaskey  group  of  system  prod- 
ucts consist? 

1^1 — Name  the  three  elements  making  up  the  McCaskey 
Complete  System. 

15 —  What  should  you  know  before  you  approach  a 
prospect?  How  can  you  learn  these  things? 

16 —  Name  twelve  facts  you  should  learn  in  order  to 
talk  system  to  a prospect  so  as  to  cover  practically 
his  particular  business. 

17 —  Name  several  points  that  gain  favor  in  interview- 
ing prospects. 

18 —  In  what  way  is  self-questioning  of  value  to  a sales- 
man? 

19 —  List  12  to  15  questions  which  a McCaskey  sales- 
man should  ask  himself  as  a check  against  his 
methods  of  procedure. 

20—  'What  are  the  four  fundamentals  to  be  obtained 
from  a prospect  in  making  a successful  approach 
and  demonstration? 

21 —  How  can  you  obtain  them? 

22 —  What  is  the  central  purpose  in  an  interview? 

23 —  What  should  be  your  reaction  to  trivial  questions, 
objections,  etc.? 

24 —  What  time  is  most  opportune  for  selling? 

25 —  Name  12  to  15  reasons  why  a salesman  may  fail. 

26 —  What  must  be  determined  before  you  demonstrate? 

27 —  What  system  should  you  demonstrate  to  a hard- 
ware dealer?  To  a drug  store  proprietor,  etc? 

150 


McCASKEY  SALESMANSHIP 


THE  CREDIT  SYSTEM  DEMONSTRATION 

1 —  What  leading  points  of  McCaskey  System  value 
should  be  emphasized  in  the  approach  to  the  dem- 
onstration ? 

2 —  What  style  of  salesbooks  should  be  used  in  intro- 
ducing the  demonstration?  From  what  line  of 
business  ? 

3 —  How  do  you  make  a charge  on  account  by  McCas- 
key System? 

4 —  How  do  you  complete  the  sale? 

5 —  By  what  steps  do  you  locate  an  account  in  a Mc- 
Caskey Register? 

6 —  How  should  the  sales  slips  be  disposed  of  follow- 
ing a sale? 

7 —  What  is  the  function  of  the  audit  clip  springs? 

8 —  Name  the  possible  uses  to  which  the  duplicate 
copy  from  a triplicate  set  of  sales  slips  can  be  put 
to  advantage. 

9 —  In  what  way  does  the  McCaskey  System  provide 
for  the  handling  of  the  customer’s  copy  of  the 
sales  slip  in  the  home? 

10 —  How  are  corrections  caught  by  the  McCaskey? 
How  handled? 

11 —  How  is  a partial  payment  on  account  handled? 
How  a payment  in  full? 

12 —  What  disposition  is  made  of  the  slips  in  the  reg- 
ister compartment  when  accounts  are  paid? 

13 —  How  does  the  McCaskey  solve  the  miscellaneous 
account  problem? 

14 —  How  does  the  McCaskey  handle  the  C.  O.  D.  sit- 
uation? 

15 —  What  is  the  McCaskey  Credit  Limit  plan? 

16 —  How  does  the  McCaskey  aid  a merchant  to  col- 
lect a promised  payment  on  account? 

17 —  In  what  way  does  the  McCaskey  replace  book- 
keeping on  accounts? 

18 —  How  does  the  McCaske}'-  prevent  forgotten  charg- 
es ? 

19 —  How  are  collections  improved  by  McCaskey  Sys- 
tem? 

20 —  Why  do  McCaskey  using  merchants  find  them- 
selves rid  of  disputes  over  account  standings? 

21 —  In  what  way  is  the  McCaskey  a protection  against 
the  ‘dead  beat’? 

22 —  Give  the  steps  in  the  McCaskey  Credit  System 
demonstration. 

23 —  Name  six  articles  of  a supply  nature  which  are  of 
value  in  the  operation  of  McCaskey  System. 

24 —  What  is  the  value  of  a future  order  slip  holder? 
How  is  it  used? 

25 —  Explain  the  use  of  the  balance  record  envelope; 
the  route  card;  the  prescription  card. 

151 


McCASKBY  SALESMANSHIP 


THE  CASH  REGISTER  SYSTEM 
DEMONSTRATION 

1 —  What  are  the  leading  points  to  be  brought  out  in 
the  approach  to  your  cash  register  system  demon- 
stration? 

2 —  Name  six  facts  of  information  required  for  intel- 
ligent management  of  business  each  day. 

3 —  What  kind  of  a record  does  the  McCaskey  cash 
register  system  detail  strip  provide? 

4 —  In  what  way  does  the  McCaskey  make  it  easy  to 
have  a record  of  department  sales?  Of  clerk  sales? 

5 —  Register  a sale ! What  three  things  happen  as  the 
lever  is  operated? 

6 —  What  four  things  are  registered  on  the  detail  strip 
each  time  a sale  is  registered? 

7 —  In  what  way  does  the  registration  of  a charge  sale 
differ  from  a cash  sale?  A paid  out  registration? 
A received  on  account  registration? 

8 —  Describe  the  indication  symbol;  its  value;  the 
bell  and  its  operation;  the  reverse  lock  on  the  de- 
tail strip;  the  double  spacer. 

9 —  How  many  locks  control  the  McCaskey  cash  reg- 
ister system  operation  and  records?  Name  the 
function  and  value  of  each. 

10 —  How  can  a merchant  check  up  on  business,  while 
away  from  the  store,  by  McCaskey  System? 

11 —  How  does  the  McCaskey  serve  as  an  adding  ma- 
chine ? 

12 —  Name  several  ways  in  which  its  service  is  of  real 
importance  at  the  end  of  the  business  day. 

13 —  What  is  the  true  value  of  department  records  as 
provided  by  the  McCaskey? 

l^j — What  are  the  several  divisions  included  in  the 
McCaskey  cash  register  system?  What  is  the 
function  of  each? 

15 —  What  styles  of  McCaskey  keyboards  are  available? 
What  styles  of  cash  drawer? 

16 —  Name  12  functions  of  the  McCaskey  as  a cash 
register. 

17 —  Name  12  functions  of  the  McCaskey  as  an  adding 
machine. 

THE  DAILY  RECORD  SHEET  AND  BUSINESS 
RECORDER  DEMONSTRATION 

1 —  What  business  totals,  governing  the  condition  of 
the  business,  ought  a merchant  to  have  before 
him  every  day? 

2 —  What  general  statistical  information  is  necessary 
to  intelligent  business  management? 

3 —  What  is  incompetency?  How  does  it  figure  in 
bringing  about  a business  failure? 

4 —  What  are  some  of  the  vital  business  questions  the 
McCaskey  Daily  Record  Sheet  and  the  McCaskey 
Business  Recorder  answer  every  day? 


152 


McCASKEY  SALESMANSHIP 


5 —  What  records  are  kept  on  the  Daily  Record 
Sheet  ? 

6 —  What  items  are  included  in  the  Cash  Record? 

7 —  What  is  the  value  of  the  column  headed  ‘Account’? 

8 —  The  totals  of  what  columns  are  added  to  show 
cash  receipts  for  the  day? 

9 —  What  daily  balances  are  provided  on  the  Daily  Re- 
cord Sheet?  What  is  the  value  of  each? 

10 —  What  invoices  are  to  be  recorded  under  “In- 
voices Received”? 

11 —  What  columns  are  carried  under  this  heading? 
What  is  the  significance  of  each? 

12 —  How  are  the  credit  memorandums  entered? 

13 —  How  is  the  Daily  Record  Sheet  divided  to  handle 
check  records  ? 

lA — What  are  the  column  headings  required  and  what 
is  the  significance  of  each? 

15 —  What  is  the  function  of  the  McCaskey  Business 
Recorder? 

16 —  From  what  source  are  Business  Recorder  Con- 
trolling Section  entries  taken? 

17 —  Name  the  Controlling  Accounts  fundamental  to 
any  business,  as  named  in  the  Business  Recorder. 

18 —  How  does  the  McCaskey  System  make  it  easy  to 
make  Controlling  Account  entries? 

19 —  What  is  the  value  of  the  Cash  Account?  Bank 
Account?  Accounts  Receivable  Account?  Merchan- 
dise Account?  Accounts  Payable  Account?  Sales 
Account?  Interest  and  Discount  Account?  Prop- 
erty Account?  Net  Worth  Account?  Expense  Ac- 
count ? 

20 —  What  information  does  the  Sales  Distribution 
Section  provide? 

21 —  Why  does  experience  emphasize  the  need  for  de- 
partmentization  ? 

22 —  From  what  source  are  Sales  Distribution  Section 
records  obtained  for  department  records?  For 
clerk  records? 

23 —  State  the  value  of  clerk  sales  records. 

24 —  Does  the  McCaske3^  aid  a man  to  keep  posted  on 
profit  and  loss? 

25 —  What  significant  value  has  the  McCaskey  State- 
ment of  Earnings  from  the  standpoint  of  the  In- 
come Tax? 

26 —  Of  what  does  the  Total  Record  consist? 

27 —  What  are  some  general  advantages  of  McCaskey 
Business  Recorder  information? 


153 


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O&l:' 


McCASKEY  FIRE  PROTECTION 


Chapter  IV 

Fire  Protection  by  McCaskey  System 

AMERICA— ALWAYS  ON  FIRE 

There  are  spots  on  the  face  of  the  earth  which  grapple  at 
times  with  flood  and  storm;  there  are  spots  which  contend 
with  hurricane  and  cyclone;  there  are  spots  which  shudder 
through  earthquakes,  tidal  waves  or  volcanic  eruptions;  yet 
these  unwonted  disasters  strike  rarely  in  the  same  location, 
and,  if  at  all,  at  intervals  of  many  years.  While  America,  sup- 
porting one  of  the  most  advanced  civilizations  of  the  earth, 
plays  host  annually  to  a scourge  by  fire  that  wreaks  its  dam- 
ages to  the  extent  of  hundreds  of  millions  of  dollars  in  prop- 
erty loss  between  each  January  1st  and  the  end  of  each  De- 
cember. America  is  always  on  fire! 

1926  completed  the  fifth  straight  year  in  which  fire  loss 
in  the  United  States  totaled  more  than  half  a billion  dollars. 
In  the  five  years  from  1912  through  1916  the  fire  loss  was 
heavy  enough,  $1,050,000,000;  yet  in  the  next  five  years  (1917 
through  1921)  it  almost  doubled  reaching  to  $1,900,000,000;  and 
in  the  next  five  years  (1922  through  1926)  this  monumentally 
tragic  v/aste  increased  almost  50%  and  showed  a criminally 
staggering  total  of  more  than  $2,700,000,000.  More  than  half  of 
this  half  a billion  dollars  loss  each  year  is  said  by  experts, 
who  have  thoroughly  investigated  the  fires  making  up  this  un- 
holy total,  to  be  traceable  to  preventable  sources.  Thus  Amer- 
ica has  suffered  and  is  suffering  today  from  rampant  careless- 
ness. 

There  is,  then,  a continuous  threat  of  fire  dangling  over 
the  heads  of  the  merchants  in  whose  interests  this  company  is 
operating  to  provide  record  protection.  Also — that  threat  is 
growing  more  and  more  ominous.  It  is  important  that  every 
merchant  see  the  danger  of  fire,  that  he  be  made  to  recognize 
the  true  value  of  the  records  which  he  can  protect  only  by 
means  of  genuine  protection  against  fire,  and  that  he  be  made 
to  realize  the  lengths  to  which  the  McCaskey  Register  Com- 
pany has  gone  to  give  him  the  desired  protection.  In  short — 
these  are  the  three  steps  which  you,  as  McCaskey  salesman, 
must  take  to  prepare  your  prospect  to  sign  a contract  for  a 
McCaskey  System  rendering  fire  protection. 

The  information  valuable  to  you  in  definitely  taking  the 
three  steps  follow  in  this  order: 

1 —  Data  available  toward  making  the  merchant  see  the 

danger  of  fire — 

2 —  Data  available  toward  making  the  merchant  recog- 

nize the  value  of  the  records  he  cannot  protect  by 
insurance  or  other  means  save  actual  protection 
against  fire — 

3 —  Data  available  toward  making  the  merchant  under- 

stand that  McCaskey  products  designed  to  give 
fire  protection  give  the  protection  desired — 

201 


McCASKEY  FIRE  PROTECTION 


These  are  the  three  steps  which,  in  the  experience  of  safe 
and  fire  protection  men  who  have  been  most  successful,  lead 
most  logically  and  most  forcibly  toward  closing  contracts  for 
McCaskey  Systems  granting  fire  protection  to  accounts  and 
other  vital  business  records. 

I— THE  DANGER  OF  FIRE 

The  introductory  paragraphs  of  this  division,  above,  rep- 
resent in  a large,  specific  and  crushing  way  the  true  story  of 
the  development  of  loss  by  fire  in  this  country.  However,  in 
order  to  make  the  merchant  who  has  never  tasted  the  harsher 
punishments  of  the  fire  which  ravages  business,  it  is  neces- 
sary to  break  down  this  half  a billion  dollar  a year  total,  show 
him  that  it  reaches  everywhere  and  is  no  respecter  of  person  or 
place,  and  if  possible,  bring  to  his  nostrils  in  a dramatic  way 
the  insufferable  smell  of  smoke  and  conflagration. 

Fire  loss  in  the  United  States,  we  repeat,  reaches  a total 
of  $500,000,000  and  more  in  a single  year. 

Thousands  of  buildings,  equal  to  whole  towns  of  from 
10,000  to  15,000  population  are  destroyed  every  day. 

There  are  between  500,000  and  600,000  fires  each  year  in 
this  country.  We  have  a fire  every  minute! 

Fire  costs  the  country  more  than  $1500  a minute. 

It  is  probable  that  the  fellow  who  hears  these  statements, 
3^et  has  not  been  himself  a victim,  will  ask  ‘‘What’s  burning?’’ 
Let  “FIRE  ENGINEERING,”  an  up-to-the-minute  trade  pub- 
lication for  the  fire-fighting  forces  of  the  country,  tell  him  in 
their  columns  headed  “What’s  Burning.”  This  publication  is 
issued  twice  a month  and  each  issue  carries  the  list  of  reported 
fires  of  $25,000  loss  and  over  in  the  United  States  and  Canada 
for  each  week. 

Actual  lists  of  fires  occuring  early  in  1917  will  prove  repre- 
sentative. Following  are  lists  for  the  week  ending  January 
28,  1927  and  the  following  week,  ending  February  4,  1927,  taken 
from  FIRE  ENGINEERING,  issue  of  February  9,  1927. 

Week  Ending  January  28 

(The  figures  below  represent  loss  in  thousands  of  dollars) 


EASTMAN,  GA. — First  Baptist  Church  destroyed  25 

WIELIAMSTOWN,  MASS.— St.  Anthony  Hall,  Williams  College  25 
SAN  FRANCISCO,  CALIF. — Business  bldgs.  Van  Ness  Ave.  ..  60 

MASON  CITY,  lA.— Central  Trust  Bldg,  destroyed  250 

MEDINA,  N.  Y. — Garage  of  Beers  Chevrolet  Co 30 

CORSICANA,  TEX. — Penland  Drug  Store  damaged  30 

BIRMINGHAM,  ALA. — Purity  Ice  Company  damaged  25 

MACHIAS,  ME. — Business  establishments  damaged  175 

LONDON,  ONT. — People’s  Loan  & Savings  Co.  bldg 50 

CHICAGO,  ILL. — Hebard  storage  warehouse  80 

CLIFTON,  S.  L,  N.  Y. — Freighter  “Karroo”  and  cargo  ..!...  675 

GRATZ,  PA. — High  school  bldg,  destroyed  40 

ROARING  RIVER,  N.  C.— Plant  of  Roaring  River  Fum.  Co.  210 

CYRBNE  GA. — Sawmill  of  Hodges  & Battle  40 

EAST  JAFFREY,  N.  H. — Riverside  Block  damaged  25 

HOOPESTON.  ILL.— United  Presbyterian  Church  45 

WELLSBURG,  W.  VA. — Tipple  of  Virginia  & Kenutcky  Coal 

Co 25 

HAMMONTON,  PA.— Bank  Bros.  bldg,  damaged  25 


202 


McCASKEY  FIRE  PROTECTION 


SIOUX  CITY,  lA. — Plant  of  Iowa  Meat  Company  25 

SAVANNAH,  GA.— Residence  of  Judge  W.  F.  Cooper  25 

JEFFERSON  CITY,  MO. — Bldg,  of  Missouri  State  Penitentiary  25 

KNOXVILLE,  TENN. — Spears  Webster  Apartments  50 

DRAPER,  Wise. — Fair  Store  destroyed  25 

HAGERSTOWN,  MD. — Wood  Auto  Service  Bldg 30 

PERU,  IND. — Factory  of  Blazek  & Company  80 

PADUCAH,  KY.— Building  occupied  by  Mode  Shop  25 

WILMINGTON,  DEL. — Plant  of  Fiber  Tube  & Ins.  Co 70 

JACKSONVILLE,  FLA. — Warehouses  of  Peninsula  Barrel  Co.  200 

HAMMOND,  LA. — Standard  Box  & Veneer  Plant  170 

DENTON,  TEX. — Business  bldgs.,  owned  by  Mrs.  S.  M.  Cun- 
ningham   35 

SPRINGFIELD,  ILL.— Plant  of  Geo.  B.  Smith  Co 25 

NEW  WILMINGTON,  PA.— Main  bldg,  of  Westminster  Col- 
lege   - 225 

SASKATOON,  SASK. — Main  Street  business  establishments  ..  80 

SCARBO,  W.  VA.— Garage  of  J.  A.  Wren  125 

WHITE  ROCK,  B.  C. — Post  office  and  several  stores  25 

CHENEY,  NEBR. — Business  section  damaged  25 

MONTREAL,  QUE. — Shops  of  Darling  Brothers  65 

LOGAN,  W.  VA. — Store  of  Nick  Rooney  damaged  25 

YORK  HARBOR,  ME.— Store  of  W.  L.  Hawkes  40 

CORNING,  ARK. — Bldgs,  occupied  by  Corning  Motor  Co 50 

PARIS,  IND. — Mayo  Junior  High  School  destroyed  125 

PEARL  BEACH,  MICH. — Perry  & Co.  boat  works  40 

SPRINGFIELD,  MO. — Shops  of  St.  Louis-San  Francisco  R.  R.  200 

BUTTE,  MONT. — Warehouse  of  Henningsen  Co 25 

SNOW  HILL,  N.  C. — Exum  & Co.  warehouse  40 

PASSAIC,  N.  J. — Property  at  278  Monroe  St 40 

LYNDHURST,  N.  J. — Benson  Bldg,  and  adj.  property  80 

NEWPORT  BEACH,  CALIF. — Plant  of  Orange  Co.  Refining  Co  60 

JACKSONVILLE,  FLA. — Property  of  Southeastern  Oil  Co 75 

LOYALTON,  CALIF.— Mill  of  Clover  Valley  Lumber  Co 125 

QUEBEC,  QUE. — Steamer  St.  Lawrence  badly  damaged  200 

LAWRENCE,  MASS. — Victoria  Theatre  damaged  80 

MONTICELLO,  N.  Y. — Business  bldg,  owned  by  I.  Cohen  80 

PORT  RICHARD,  S.  I.,  N.  Y. — Tug  boats  of  Staten  Island 

Shipping  Co 80 

FALL  RIVER,  MASS. — Empire  Theatre  damaged  80 

AKRON,  OHIO — Roseland  Dance  Hall,  Riverview  Park  70 

MILWAUKEE,  WISC. — Mitchell  Bros.  Store  60 

LINCOLN,  NEBR.— Richmond  Candy  Factory  70 

CASTLE  SHANNON,  PA. — Several  business  establishments  ....  50 

CHICAGO,  ILL. — Swisher  Photo  Studios  40 

PIEDMONT,  CALIF. — Claremont  Country  Club  destroyed  400 

ROCHESTER,  N.  Y.— Upton  Cold  Storage  Plant  75 

Week  Ending  February  4 

ST.  LOUIS.  MO. — Temple  building  damaged  25 

LEXINGTON,N.C.— Machinery,  bldg.  Lexington  Chair  Co.'  .......  35 

STAMFORD,  CONN. — Jones’  Drug  Store  damaged  60 

MUNCIE,  IND. — Garage  of  Shaffer  Sales  Company  25 

LOWELL,  MASS. — Three  stores  in  Middlesex  Street  40 

JACKSONVILLE,  FLA. — Property  of  Jacksonville  Rosin  Co.  ..  25 

CEDAR  RAPIDS,  lA. — Plant  of  Quaker  Oats  Co.,  damaged  170 

WINCHENDON,  MASS. — Plant  of  Wm.  Brown  & Son  ...v.... 25 

NASHUA,  N.  H. — Municipal  workshop  damaged  25 

COLUMBIA,  MISS. — Home  of  E.  A.  Wilks,  Broad  St 25 

WALLINGFORD,  PA. — ^Dwelling  of  J.  W.  Mercer  125 

CLEVELAND,  O. — National  Fibre  Co.  plant  25 

RICHMOND,  VA. — Portion  of  F.  K.  Woodson’s  candy  plant  25 


203 


McCASKEY  FIRE  PROTECTION 


SIKESTON,  MO. — Garage  & warehouse,  Stubbs  Motor  Co 25 

ORLANDO,  FLA. — Jumigan  Packing  House  40 

SALT  LAKE  CITY,  UTAH— Residences  in  So.  Seventh  St.  E.  35 

LEONARD,  COLO. — ^Residences  and  stores  destroyed  25 

WOONSOCKET,  R.  I.— Harris  building  80 

BELLINGHAM,  WASH.— Bldg,  of  Schuman  Steel  & Mch.  Co 70 

SPRINGFIELD,  ILL.— Plant  of  Geo.  B.  Smith  Chemical  Works  175 

ST.  MALO,  QUE. — Verdon  Candy  Factory  destroyed  25 

WHEELING,  W.  VA.— J.  C.  Moore  Bldg,  destroyed  80 

TORRENT,  KY.— El  Park  Hotel  & L.  & N.  R.  R.  station  50 

LAKE  BOON,  MASS. — Several  cottages  destroyed  30 

CHICAGO,  ILL. — Building  at  3301  W.  Adams  St 40 

WHEELING,  W.  VA. — Lyric  Theatre  damaged  100 

SCRANTON,  PA. — Clarke  Bros.  Department  Store  400 

ROCK  HILL,  S.  C. — Several  business  buildings  destroyed  95 

NEW  BRITAIN,  CONN.— Convent  of  St.  Mary’s  R.  C.  Church  25 
FORT  COLLINS,  COLO.— Colorado  Agricultural  College  Bldg.  170 

BREWER,  ME. — Buildings  of  Smith’s  Planing  Mill  75 

CATOOSA,  OKLA. — Oil  cars — ^Frisco  Railroad  80 

LONDON,  ONT. — Crystal  Palace,  Western  Fair  Grounds  50 

LYNN,  MASS. — Apartment,  4 Brightwood  Terrace  25 

RICHMOND,  VA. — Allison  Building  damaged  25 

TAMPA,  FLA. — ^Warehouses  of  Simmons  Bed  Company  65 

NORMAN  PARK,  GA. — Boys’  dormitory,  Norman  Institute  30 

CHICAGO,  ILL. — Home  of  Roland  Hastings,  220  Dale  Ave 80 

CHARLOTTE  HALL  MD.— Bldg.  Charlotte  Hall  Military  Acad.  40 

MORRISTOVUsT,  N.  J.— Residence  of  Mrs.  H.  Coghill  35 

SYRACUSE,  N.  Y. — Plant  of  Syracuse  Plating  Co.  damaged  80 

CHICAGO,  ILL. — Illinois  Plating  Co.,  125  S.  Clinton  St 40 

GARY,  IND. — Columbia,  Servia  and  Albany  Hotels  80 

ROLLINSVILLE,  COLO.— Rollinsville  Hotel  and  adj.  property  25 

CHARLOTTE,  N.  C. — Ideal  Shoe  Store  25 

GLENDIVE,  MONT. — Warehouse  of  Glendive  Transfer  Co 45 

SIDNEY,  N.  Y. — Three  buildings  destroyed  50 

LEAMINGTON,  ONT. — Hanson  Hotel  damaged  35 

AVON  PARK,  FLA.- Avon  Park  Hotel  destroyed  80 

MASON  CITY,  lA. — Prussian  Clothing  Store,  Barrett  Grocery  40 
WOBURN,  MASS. — Paterson  Patent  Leather  Co.  adj.  plants  200 
BAST  ORANGE,  N.  J. — Yards  of  Passaic -Bergen  Lumber  Co.  50 

WEST  FORT  LEE,  N.  J.— Plant  of  Cello  Film  Co 120 

BUFFALO,  N.  Y. — G.  J.  Meyer  Malting  Co.  plant  65 

BATAVIA,  ILL.— Home  of  Dr.  F.  H.  Daniels  25 

CASTANA,  lA. — Pennington-Scott  Bldg,  destroyed  25 

NORTHFIELD,  VT.— Machine  Shop  of  Phillips  & Slack  Co 35 

CAMDEN,  N.  J. — ^Warehouse  of  Armstrong  & Latta  Co 80 

KAOLIN,  PA. — Barn  on  farm  of  Edgar  Slaughter  25 

DANVILLE,  KY. — Business  Bldgs.,  including  Stout  Theatre  50 
NEW  BRUNSWICK,  N.  J.— The  Brunswick  Shop,  destroyed  ..  590 

NORTH  ARLINGTON  N.  J.— Dwellings,  Ridge  Road  50 

GARRETT,  IND.— BOSTON  Store  and  adj.  property  60 

BLOOMINGTON,  ILL.— Manchester  Grain  elevator  25 

BORGER,  TEXAS. — Four  tanks.  Panhandle  oil  field  40 

WATERBURY,  CONN.— Moriarty  Bldg.,  E.  Main  St 170 

LINCOLN  NEBR. — Troxell  Furniture  Store,  adj.  property  40 

QUINCY,  ILL. — Portion  of  Economy  Enameling  Plant  40 

BAZINE,  KAN. — Several  business  establishments  25 

MENOMINEE,  MICH. — Business  building  damaged  30 

MOORE,  OKLA. — Moore  Consolidated  School  Bldg 50 

NASHVILLE,  TBNN. — Charles  P.  Ellis’  store  25 

WARWOOD,  W.  VA. — Moore  business  and  apartment  bldg 60 


MeCASKEY  FIRE  PROTECTION 


An  analysis  of  this  weekly  fire  list  brings  out  important 
information.  The  two  weekly  records  given  show  62  and  73 
fires  respectively  doing  a damage  of  $25,000  or  more  each.  This 
is  an  average  of  67  or  more  fires  of  such  a capacity  per  week. 
The  five  weeks  previous  to  those  given  as  examples  also  show 
67  or  more  fires  as  a weekly  average ; therefore  these  examples 
can  be  seen  to  be  in  line  with  what  may  be  expected  any  week 
— if  not  in  greater,  more  disastrous  proportions  at  the  present 
time. 


In  the  week  ending  January  28th  there  are  listed  62  fires; 
in  the  week  ending  February  4th,  73  fires.  In  each  week  be- 
tween a third  and  one-half  of  the  fires  devasted  stores  or  oth- 
er commercial  business  buildings  or  blocks.  In  each  week  the 
fires  named  caused  more  than  a million  and  a quarter  dollars 
worth  of  damage.  In  each  week  the  fires  swept  from  east  to 
west  across  the  country,  striking  south  and  striking  north,  cov- 
ering 28  and  33  states  respectively,  tearing  through  large  cities 
and  through  small.  Yes,  America  is  alw'ays  on  fire! 


Week  ending  January  28  fires  included: 


Large  Cities 

Rochester 

Savannah 

Birmingham 

Knoxville 

Akron 

Chicago 

Milwaukee 

Sioux  City 

Butte 

San  Francisco 


Smaller  Cities 
Machias,  Maine 
Passaic,  New  Jersey 
Paducah,  Kentucky 
Springfield,  Missouri 
Denton,  Texas 
Piedmont,  California 


Week  ending  February  4 
Large  Cities 
Syracuse 
Buffalo 
Richmond 
Jacksonville 
Wheeling 

Cleveland  ’ 

Chicago 

Lincoln 

Salt  Lake  City 


fires  included  : 

Smaller  Cities 
Stamford,  Conn. 

East  Orange,  New  Jersey 
Muncie,  Indiana 
Mason  City,  Iowa 
Fort  Collins,  Colorado 
Bellingham,  Washington 


Thus  you  are  able  to  show  the  merchant  the  representative 
cross-country  trips  the  fire  demon  is  taking  week  in  and  week 
out.  Perhaps  your  prospect  has  not  been  struck  yet — perhaps 
has  not  even  been  threatened.  Make  clear  to  him  what 
causes  these  fires  and  he  wdll  realize  that  spontaneous  combus- 
tion, carelessness  and  incendiarism  are  just  as  apt  to  operate 
through  his  town  or  community  as  through  any  other.  As  the 
result  of  the  three  agencies  named  the  fires  that  build  the  half 
billion  dollar  fire  expense  are  caused  by: 

Defective  Chimney  and  Flues 

Gas — Natural  and  Artificial 

Hot  Ashes  and  Coals 

Ignition  of  Hot  Grease,  Oil,  Tar,  Wax, 

Asphalt,  Etc. 

Matches — Smoking 
Open  Lights 


205 


McCASKEY  FIRE  PROTECTION 


Petroleum  and  Its  Products 

Rubbish 

Sparks  on  Roof 

Steam  and  Hot  Water  Pipes 

Electricity 

Exposure 

Introduced  by  these  causes  fire  feeds  on  the  rubbish  sur- 
rounding buildings,  on  the  contents  of  buildings,  on  the  build- 
ings themselves  or  on  adjoining  or  neighboring  buildings. 
Given  a draft,  a small  amount  of  combustible  matter  and  a 
fire  once  started  seeks  growth.  Stairways,  halls,  courts,  nar- 
row alleys  or  streets,  elevator  shafts,  etc.,  befriend  a flame  and 
join  wholeheartedly  in  the  development  of  a terrifying  con- 
flagration. 

Fire  facts  obtained  from  varied  sources  offer  some  infor- 
mation and  comparisons  which  are  startling.  Though  stupen- 
dous effort  has  been  put  forth  by  fire  fighting  agencies,  fire 
loss  mounts  to  greater  and  greater  proportions  each  year.  Mer- 
chants and  others  are  trading  their  stores,  their  stocks,  their 
records  for  monumental,  smoldering  heaps  of  ashes. 

Too  often  too  great  faith  has  been  placed  in  the  so-called 
‘fire-proof’  building.  Fire  knows  no  such  obstacle;  fire  guts 
them  all.  Comparison  has  been  made  of  frame  buildings,  brick 
buildings  and  ‘fire-proof’  buildings — set  fire  to  the  first  and 
you  have  an  open  bonfire;  set  fire  in  the  brick  building  and 
you  have  a roaring  contained  blaze  as  in  a fire-place;  set  fire 
in  the  ‘fire-proof’  building  and  it  operates  as  would  a fire  in  a 
stove  or  furnace,  attacking  everything  combustible,  creating 
terrific  heat. 

Most  fires,  once  started,  do  their  share  of  burning  before 
they  die  away.  An  analysis  made  by  “Safety  Engineering”  has 
shown  that  81%  of  all  commercial  fires  are  actually  fought  by 
firemen  two  hours  and  longer. 

While  remarkable  advancement  has  been  made  by  fire 
fighting  men,  and  while  men  and  equipment  are  adapted  to 
meet  many  problems  presented  in  commercial  fires,  there  are 
certain  things  which  even  these  forces  cannot  successfully  cope 
with.  Bad  weather  conditions  and  serious  traffic  are  difficult 
to  offset.  Frozen  hydrants  or  hydrants  at  distances  too  great 
for  efficient  action  interfere  with  prompt  action.  Low  pres- 
sure is  a bug-a-boo  firemen  so  often  face.  High  power  electric 
currents,  etc.,  add  to  the  difficulties  and  dangers. 

Return  once  again  to  the  staggering  figures  covering  fire 
costs  in  this  country.  These  totals  include  loss  by  fire  and  the 
maintenance  of  fire  fighting  equipment.  As  far  back  as  1921 
these  figures  for  the  United  States  were  reported  as  seven 
times  that  of  the  remainder  of  the  entire  world.  Yet  in  1925  the 
fire  loss  had  grown  to  be  $238,000,000  larger  than  the  figures 
for  1921. 

The  loss  for  the  five  years  including  1926  exceeded  the  two 
and  a half  billion  mark  reaching  to  $2,710,941,000. 

This  loss  of  $2,710,941,000  in  five  years  is  enough  money  to 
build  387,277  homes  at  $7000  cash.  These  homes  would  house 
1,936,385  people.  This  exceeds  the  total  population  of  Phila- 
delphia in  1920;  it  exceeds  the  combined  population  of  Cleve- 
land and  Detroit  in  1920;  it  exceeds  the  combined  population 

206 


McCASKEY  FIRE  PROTECTION 


of  five  great  Pacific  Coast  cities  in  1920 — San  Francisco,  Los 
Angeles,  Oakland,  Portland  and  Seattle ; it  exceeds  the  com- 
bined population  of  five  other  great  cities — New  Orleans,  Dal- 
las, St.  Louis,  Minneapolis  and  St.  Paul;  it  exceeds  the  com- 
bined population  of  three  great  eastern  cities — Boston,  Pitts- 
burgh and  Cincinnati.  (All  1920  population  figures.) 

This  loss  of  $2,710,941,000  in  five  years  is  greater  than  the 
entire  gold  output  of  the  United  States  for  the  forty-three 
years  from  1883  through  1925. 

The  1925  fire  loss  of  $570,225,921  was  almost  six  times  as 
great  as  the  total  gold  and  silver  output  of  the  United  States 
for  that  year.  The  1926  figure  ($560,548,624)  exceeded  by  $20,- 
000,000  the  operating  revenue  of  two  of  the  country’s  gigantic 
railroad  systems  spanning  the  nation — the  New  York  Central 
Lines  and  the  Chicago,  Milwaukee  and  St.  Paul,  with  a total 
mileage  of  18,128  miles. 

Thus  an  acceptance  of  authentic  figures,  though  it  is  ad- 
mitted that  they  cannot  be  expected  to  equal  the  actual  totals 
as  regards  fire  loss,  for  there  are  thousands  of  unreported  fires 
doing  unreported  damage  that  would  swell  the  figures  still  fur- 
ther, reveals  the  giant  undertakings  which  could  be  accomp- 
lished with  the  dollars  that  go  up  in  smoke  and  ruin.  It  is 
safe  to  impress  upon  every  merchant  that  the  danger  is  tragic- 
ally real,  that  his  fire  is  ever  impending  and  that  protection 
against  fire  is  the  most  profitable  insurance  he  can  invest  in. 

II— THE  VALUE  OF  THE  RECORDS  OF 
BUSINESS 

There  is  said  to  be  a greater  source  of  loss  than  the  loss- 
es of  physical  property  in  the  losses  of  records  of  business 
which  can  never  be  replaced,  once  burned.  The  following  par- 
agraphs from  an  article  appearing  in  '‘Nation’s  Business”  estab- 
lish the  foundation  for  a consideration  of  record  value : 

‘‘Every  business  man  should  know  the  records  that 
are  essential  to  his  business  life,  and  those  records 
should  be  so  safe-guarded  from  fire  that  they  will  be 
intact  and  useful  were  their  containers  to  be  dug  from 
the  ruins  of  a flame-razed  building.  Protection  must 
be  provided  at  the  place  of  use, 

“No  honest  man  has  ever  won  in  a bout  with  fire, 

A draw  is  the  best  he  can  get.  No  business  man  will 
know  how  much  he  can  lose  until  he  loses  his  business 
records, 

“Neither  will  the  insurance  company,  and  that  lack 
of  information  will  delay  the  adjustment.  Protect  your 
records  and  they  will  protect  your  business,” 

We  are  told  by  those  who  go  into  the  records  that  far  too 
many  useful  businesses  go  up  in  smoke  every  year,  that  too 
many  going  concerns  stop  going  because  their  records  are 
ready  fuel  for  flames.  Records  compiled  by  R.  G.  Dun  & Co., 
on  100  concerns  picked  at  random  from  those  visited  by  fire 
show  that  43%,  almost  half,  did  not  resume  business.  Others 
lost  credit  standing  or  discontinued  such  reports,  still  others 
lost  in  a countless  variety  of  ways. 

Experience  in  selling  safes  has  made  clear  the  fact  that 

207 


McCASKEY  FIRE  PROTECTION 


while  some  safe  sales  result  from  a buyer  realizing  his  need 
of  fire  protection,  the  great  majority  of  such  sales  are  not 
closed  until  the  prospect’s  attention  has  been  called  to  the  need 
in  a very  definite,  serious  or  vivid  way.  Merchants  who  are 
prospects  for  the  kind  of  protection  McCaskey  Systems  give 
must  be  shown  their  need  of  account  and  other  record  protec- 
tion. 

There  is  a clause  in  the  standard  Fire  Insurance  policies 
which  reads : 

“This  company  shall  not  be  liable  for  loss  to  ac- 
counts, bills,  currency,  deeds,  evidences  of  debt,  money 
notes  or  securities.” 

The  presence  of  this  clause  in  policies  immediately  estab- 
lishes the  fact  that  there  is  a large  per  cent  of  non-insurable 
assets  in  any  business  carrying  accounts.  Ohio  engineers  have 
completed  a survey,  approved  as  to  its  conclusions  by  the  lead- 
ing insurance  companies,  which  shows  that  of  the  100%  repre- 
senting the  total  value  of  a business,  58%  covers  insurable 
assets  and  42%  non-insurable  assets.  Of  this  42%  often  ig- 
nored by  merchants,  81%  has  to  be  given  protection  by  safes 
or  similar  equipment  such  as  McCaskey  Systems  giving  fire 
protection.  In  the  cases  of  merchants  carrying  a large  total  in 
outstanding  accounts,  the  non-insurable  assets  can  easily  ex- 
ceed by  far  the  insurable  assets. 

When  the  recognition  of  the  fire  threat  is  aroused,  the 
salesman  is  in  position  to  make  clear  the  list  of  records  which 
are  in  danger  and  which  should  be  given  first  consideration  in 
the  way  of  fire  protection.  Listed  in  their  order  of  import- 
ance, for  collection  of  insurance  after  the  fire,  the  records 
most  important  to  the  retailer,  the  wholesaler  or  other  com- 
mercial enterprise  are  given  below. 

It  will  be  instantly  recognized  that  practically  all  of  the 
items  from  1 to  11  are  either  McCaskey  contained  within  the 
compartments  of  the  system  or  the  Daily  Record  Sheets  and 
McCaskey  Business  Recorder,  or  McCaskey  contained  from 
the  standpoint  that  safe  capacity  with  the  McCaskey  Systems 
bearing  the  Underwriters’  label  will  give  fire  protection  to 
the  records  named. 

1—  ACCOUNTS  RECEIVABLE 

2 —  Bills  Payable 

3 —  Cancelled  Checks 

4 — Journal,  Ledger,  Daily  Record  Sheet,  Bus- 
iness Recorder 

5 —  Stamps  and  Cash 

6 —  Insurance 

7 —  Inventory,  Stock  Record,  Invoices 

8 —  Taxes 

9 —  Records  of  Purchases 

10 —  Contracts 

11 —  Freight  Bills  & Original  Bills 


208 


McCASKElY  FIRE  PROTECTION 


In  addition  to  their  services  in  aiding  to  efficient  and  prof- 
itable management  and  control  of  a business,  these  records 
safeguard  and  protect  it  as  well  when  the  demon  of  flame  does 
destruction.  These  records  are  entered  and  preserved  on  pa- 
per, a material  most  subject  to  quick  and  permanent  ruin  of 
any  matter  almost  that  fire  attacks.  Yet  upon  them  the  ad- 
juster bases  his  answer  to  insurance  claims,  the  merchant  bases 
his  collection  of  outstanding  accounts,  the  government  bases 
its  income  tax  collections.  They  are  the  only  agents  able  to 
give  satisfactory  proof,  stand  the  test  of  legality  and  thus  to 
move  the  insurance  companies,  the  customers  and  the  govern- 
ment to  accept  them  as  evidence  of  business  dpne.  Proof  is 
always  demanded — and  these  records  are  the  proof.  If  a mer- 
chant fails  to  produce  comprehensive  records  after  the  fire, 
he  cannot  recover  his  insurance  or  his  outstanding  accounts. 

The  Proof  of  Loss 

Certain  important  records  are  necessary  to  satisfy  the  in- 
surance policy  in  case  of  fire.  An  insurance  policy  on  a stock 
of  merchandise  entitles  the  assured  to  recover  the  amount  of 
actual  loss  by  fire,  not  to  exceed  the  face  of  the  policy  as  lim- 
ited by  any  limiting  clauses  therein. 

In  order  that  the  assured  may  recover  the  amount  of  his 
loss,  he  must  make  a proof  of  loss  within  60  days  after  the 
fire.  After  the  fire  occurs,  an  adjuster  is  sent  to  see  the  in- 
sured and,  if  a number  of  insurance  companies  carry  policies 
on  the  risk,  they  call  an  independent  adjuster.  He  represents 
all  the  companies,  is  merely  in  business  to  assume  this  respon- 
sibility. 

After  the  fire,  as  proof  of  loss,  the  adjuster  wants  four 
things : 

(1)  The  last  inventory — (at  least  one  inventory  should 
be  taken  every  year). 

(2)  The  invoices  covering  the  purchases  since  the  last 
inventory : (If  the  merchant  does  not  have  these,  he 
can  get  duplicates — if  he  has  a record  of  the  pur- 
chases. The  adjuster  uses  them  to  check  up  the 

purchase  account.) 

(3)  A record  of  the  purchases  since  his  last  inventory. 

(4)  The  cash  and  credit  sales  records. 

If  the  merchant  does  not  keep  a record  of  his  cash  and 
credit  sales,  but  merely  a record  of  the  money  as  he  takes  it  in 
from  the  sales  of  merchandise  or  on  account,^  he  should  have 
record  of  the  following  amounts : 

The  amount  taken  in  from  the  sale  of  merchandise; 

The  amount  received  on  account; 

The  amount  outstanding  at  the  time  the  fire  occurred 
(from  the  credit  accounts  themselves)  ; 

The  amount  outstanding  at  the  time  the  last  inventory 
was  taken. 

With  this  information  at  hand  the  merchant  is  enabled  to 
arrive  at  the  amount  of  his  inventory  in  the  following  manner: 

Amount  outstanding  at  the  time  the  fire  occurred  $9500 
(From  the  accounts  themselves) 

Amount  of  received  on  account  and  cash  sales 

(Since  the  last  inventory)  22500 


$32000 

Amount  outstanding  at  the  time  of  last  inventory  7000 


Total  of  sales  since  last  inventory 
209 


$25,000 


McCASKBY  FIRE  PROTECTION 


The  amount  oi  loss  is  found  as  follows: 

Amount  stock  on  hand  as  shown  by  last  inventory  $8000 
Purchases  since  last  inventory  16000 

$24,000 

Sales  since  last  inventory  $25000 

Less  20%  Gross  Profit  5000  20000 


Amount  of  merchant’s  loss  $4,000 

Unless  a retailer  who  suffers  a loss  by  fire  can  prove  what 
his  loss  is  in  the  foregoing  way,  he  cannot  collect  it  and  his 
loss  will  not  only  be  his  loss  by  fire,  but  also  the  insurance  pre- 
miums he  has  paid. 

The  True  Value  of  Accounts 

The  following  suppositions  make  clear  from  two  angles 
just  what  value  protected  account  records  hold  for  th_^  mer- 
chant. 

(1)  You  might  suppose,  for  the  sake  of  argument  that  the 
assured  keeps  a record  of  his  cash  and  credit  sales,  but  leaves 
his  accounts  unprotected  so  that  in  case  of  fire  he  would  lose 
the  only  record  that  he  has  of  his  accounts. 

A merchant  would  not  think  of  going  without  insurance  on 
his  merchandise,  yet  accounts  should  be  of  greater  value  than 
merchandise  for  they  represent  merchandise  in  the  process  of 
being  turned  into  a liquid  asset — money.  In  fact,  most  mer- 
chants would  insure  their  accounts  against  loss  by  fire  if  they 
could,  but  that  is  impossible. 

However,  if  he  could  insure  them  at  the  same  rate  he  pays 
for  insurance  at  lj4%,  2%,  2j4%i  etc.,  a merchant  having  $2500.00 
in  accounts  would  have  to  pay  a premium  of  $50.00  at  the  rate 
of  2%.  (See  pages  227  to  228). 

(2)  Suppose  for  the  sake  of  argument  that  the  merchant 
who  is  insured  does  not  keep  a record  of  cash  and  credit  sales, 
but  only  of  the  amount  of  money  taken  in  on  the  merchandise; 
suppose  his  accounts  are  unprotected  from  possible  loss  in  case 
of  fire  and  they  represent  the  only  record  the  merchant  has  of 
the  accounts. 

Where  a merchant  does  not  keep  a record  of  the  cash  and 
credit  sales,  he  must  have  the  accounts  themselves  to  make 
proof  of  loss.  Otherwise  he  will  be  unable  to  make  proof  of 
loss  in  case  he  suffers  one  and  will  be  in  no  better  shape  than 
if  he  had  no  insurance  at  all.  He  must  fall  back  entirely  on 
the  pity  of  the  adjuster  who  may  give  him  a part  of  his  insur- 
ance. 

The  insurance  companies  want  to  be  strictly  fair,  but  they 
are  imposed  upon  quite  often  and  must  be  shown.  At  any  rate 
if  the  assured  does  not  have  the  necessary  records,  no  one 
knows  just  what  his  loss  is. 

The  insurance  argument  is  one  of  the  strongest  arguments 
you  can  use  where  the  situation  is  such  that  you  can  make  use 
of  it. 

There  is  but  one  action  a merchant  considers  taking  after 
a fire  destroys  his  business  and  that  is  to  liquidate  his  remain- 
ing assets.  Aside  from  possible  insurance  adjustment,  he  has 
foremost  in  his  mind  his  accounts.  Fire  completely  ruined  a 
West  Haven  Connecticut  meat  market  December  1925^  (See 
page  213).  The  proprietor  lost  everything  and  had  no  insur- 

210 


McCASKBY  FIRE  PROTECTION 


ance  except  fire  protection  for  his  credit  accounts.  As  soon  as 
he  could  open  his  McCaskey,  he  found  every  account  in  per- 
fect condition  and  went  out  collecting.  Reed  & Son,  Van  Bur- 
en,  Ark.,  lost  everything  in  a fire  April  20,  1926  except  their 
accounts.  The  $1500.00  saved  by  the  McCaskey  made  it  pos- 
sible for  them  to  re-establish  the  business. 

$13,000  in  accounts  were  saved  by  Kulpaca  Bros.,  Lead,  South 
Dakota,  in  a fire  which  completely  wiped  them  out  September 
27,  1921.  McCaskey  protection  of  accounts  was  the  sole  fac- 
tor that  saved  them  from  total  ruin.  Gilbert  & Sanford,  Bu- 
coda,  Washington,  were  able  to  resume  business  after  their 
fire  of  August  11,  1920  only  because  of  an  investment  in  Mc- 
Caskey fire  protection  which  saved  them  several  thousand  dol- 
lars in  accounts. 

These  are  definite  instances  of  protection  in  time.  Charles 
Howers,  Bangor,  Pa.,  planned  to  buy  fire  protection  the  first 
of  the  year  1927.  His  garage  and  accessory  shop  was  complete- 
ly destroyed  with  every  record  of  business  the  night  of  De- 
cember 29th.  He  was  one  of  the  thousands  who  had  permitted 
himself  to  wait  until  after  a fire  to  realize  his  need. 

Merchants  place  money  in  the  bank  for  protection  and  con- 
venience, yet  their  business  records,  which  are  not  worth  mon- 
ey to  others,  are  worth  a fortune  to  the  business.  Ask  a mer- 
chant what  his  loss  would  be  tomorrow,  if  he  were  deprived 
of  all  of  the  valued  records  of  his  business  today.  Merchants 
who  do  not  protect  their  vital  business  records  risk  their  for- 
tunes every  day  and  every  night  over  and  over  again. 

Ill— RECORDS  PROTECTED  FROM  FIRE 
BY  McCASKEY  SYSTEM 

Today  it  has  become  a business  to  make  records  safe  for 
business.  The  McCaskey  Register  Company  naturally  stands 
foremost  in  this  respect.  The  ‘One  Writing’  McCaskey  meth- 
od of  handling  accounts  was  early  established  as  the  leading, 
effective,  simplified  system  in  the  field.  The  protection  of 
the  accounts  against  fire  was  the  next  important  requirement 
of  those  in  need  of  such  system.  Today  the  McCaskey  Safe 
Register  and  the  McCaskey  Account  Systems  bearing  the  label 
of  the  Underwriters’  Laboratories  serve  the  merchant  with 
true  satisfaction  in  the  capacity  of  record  protecting  devices 
of  the  highest  order. 

The  McCaskey  Daily  Record  Sheet  and  the  McCaskey 
Business  Recorder  furnish  complete  records  for  making  proof 
of  loss.  Thus  the  McCaskey  System  is  prepared  to  satisfy 
the  insurance  adjuster  in  every  detail  and  at  the  same  time 
prepared  to  insure  collection  of  accounts  after  a fire. 

THE  McCASKEY  SAFE  REGISTER 

The  McCaskey  Safe  Register  was  designed  and  construct- 
ed for  the  specific  purpose  of  protecting  McCaskey  kept  ac- 
counts against  fire.  With  the  exception  of  the  systems  bear- 
ing the  label  of  the  Underwriters’  Laboratories,  the  Safe  Reg- 
ister System  has  maintained  its  position  as  the  best  protection 
for  accounts  afforded  by  any  credit  account  system. 

The  Safe  Register  presents  a jointless  cabinet  with  walls 
one  inch  thick  and  filled  with  a secret  composition  superior  to 
asbestos  or  any  other  known  insulation.  The  inner  and  outer 
walls  are  seamless,  pressed  from  a special  cold  drawn  steel. 
The  filler  or  insulation  between  these  inner  and  outer  walls 


211 


McCASKEY  FIRE  PROTECTION 


prevent  entirely  any  metal  contact  between  them.  When  the 
top  half  of  the  cabinet  is  closed  over  the  lower  half  and  the 
insulated  cores  which  lie  between  the  staggered  walls  of  the 
upper  and  lower  cabinets  meet  each  other  they  form  an  unbrok- 
en continuation  of  the  insulated  filler  between  the  two  seam- 
less walls.  This  is  a vitally  important  and  exclusive  feature 
of  the  McCaskey  Safe  Register. 

When  closed,  the  upper  and  lower  cabinets  of  the  Safe 
Register  are  drawn  tightly  together  by  three  inside  compres- 
sion locks  which  cause  them  to  form  a continuous,  seamless, 
double-steel  cabinet.  The  complete  locking  of  the  upper  and 
lower  cabinets  so  seals  the  Safe  Register  that  there  can  be  no 
ingress  of  air.  Without  air  there  can  be  no  fire. 

Fire  engineers  contend  that  the  greatest  problem  in  de- 
signing and  building  a cabinet  to  give  satisfactory  protection 
against  fire  rests  in  the  joints;  first — there  must  be  no  metal 
contacts  clear  through  from  exterior  to  interior  in  the  joints; 
second — there  must  be  no  chance  of  warping.  The  construc- 
tion of  the  McCaskey  Safe  Register  as  above  described  pro- 
vides against  both  of  these  faults.  The  cam  lock  draws  the  two 
sections  of  the  cabinet  so  closely  together  in  closing  it,  that 
when  the  Safe  Register  is  subjected  to  heat,  it  becomes  her- 
metically sealed.  Thus  air  is  prevented  from  entering  the  cab- 
inet. There  is  a dead  air  space  between  the  bank  of  leaves 
and  the  walls,  also  between  the  leaves  themselves ; these  grant 
further  protection  against  fire. 

The  Safe  Register  was  severely  tested  before  it  was  ever 
placed  in  the  hands  of  the  merchant.  In  the  final  test  to  which 
it  was  subjected,  several  Safe  Registers  were  placed  upon  a 
huge  pile  of  fifty-two  railroad  ties.  In  addition  a large  pile 
of  pine  bows  was  placed  above  the  registers.  Oil  was  poured 
over  the  entire  mass  and  it  was  ignited.  In  a few  moments  the 
burning  mass  was  subjecting  the  Safe  Registers  to  a searing, 
ruinous  heat.  As  the  temperature  rose  the  McCaskeys  became 
white  hot  in  an  inferno  of  vivid  coals.  Yet  when  the  fire 
burned  itself  out  and  the  Safe  Registers  could  be  finally  with- 
drawn and  opened,  not  a single  sales  slip  was  burned,  scorched 
or  even  singed  the  slightest  bit. 

Since  that  day  the  McCaskey,  on  duty  in  thousands  upon 
thousands  of  stores,  has  stood  as  capably  through  many  a de- 
stroying blaze,  through  fires  which  have  leveled  to  the  ground 
the  business  structures  in  which  they  have  been  used.^  In  ev- 
ery section  of  the  United  States  can  be  named  some  outstand- 
ing, vicious  conflagration  in  which  the  McCaskey  alone  sur- 
vived. Following  is  a list  of  exceptional  fires,  the  hottest  the 
various  communities  named  have  ever  known  in  numerous  in- 
stances, through  which  the  McCaskey  Safe  Register  has  been 
tested  in  the  practical  experience  of  a real  store  fire.  These 
are  a few  of  the  McCaskey  Systems  which  have  given  full  pro- 
tection and  have  saved  thousands  upon  thousands  of  dollars 
wrapped  up  in  outstanding  accounts  and  records. 


212 


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McCASKEY  FIRE  PROTECTION 


FIRE  PROTECTION  BY  McCASKEY  SAFE  REGISTERS 


Name  of  Store 

Or  Owner 

Town  & State 

Date  of  Fire 

Jos.  F.  Baillif 

North  Ogden, 
Utah 

Oct.  25,  1926 

Reed  & Son 

Van  Buren, 

Ark. 

April  20,  1926 

Jerry’s  Meat 
Market 

West  Haven, 
Conn. 

Dec.  1,  1925 

Lowell  Cycle 

Shop 

Lowell,  Mass 

Nov.  7,  1925 

0.  J.  Fossen 

Fergus  Falls, 
Minn. 

Aug.  23,  1925 

Davis  Brothers 

Wilkes-Barre, 

Pa 

July  12,  1925 

D.  Lupo 

Carlinville, 

111. 

Dec  21,  1924 

Ralph  Fritz 

Elgin,  111. 

May  26,  1924 

G.  A.  Waters 

Kansas  City 

Mo. 

May  25,  1924 

McGrath  Garage 

Orange, 

New  Jersey 

May  6,  1924 

Moore  Brothers 

Thomasville, 

N.  C. 

Sept.  22,  1923 

Corley  Mercantile 
Company 

Greenwood, 

S.  C. 

Aug.  12,  1923 

Fenimore  Bros. 

Mount  Holly, 
New  Jersey 

June  12,  1923 

Burrell  & Delvry 

Rockland, 

Mass. 

**Feb.  2,  1923 

Kulpaca  Bros. 

Lead, 

So.  Dakota 

Sept.  27,  1921 

Covey’s  Garage 

Webster, 

Mass. 

July  6,  1921 

F.  R.  Allen 

Independence, 

Mo. 

**May  6,  1921 

Gilbert  & Sanford 

Bucoda, 

Wash. 

Aug.  11,  1920 

George  & Nelms 
Company 

Greenville, 

Miss. 

**Jubr  15,  1920 

Union  Mercantile 
Company 

South  St.  Paul 
Minn, 

**July  15.  1920 

Walter  E.  Davis 

Newport,  N.  H. 

Feb.  3,  1917 

**  Not  date  of  fire  but  date  of  letter  carrying  i 

213-214 


Report  of  Fire 

Store  entirely  destroyed;  McCaskey  in  hottest  part 
of  fire;  all  accounts  saved. 

$1500  in  accounts  saved;  enabled  owners  to  reestab- 
lish the  business,  though  store  and  stock  destroyed. 
Everything  except  McCaskey  completely  ruined; 
every  account  in  perfect  condition;  started  collect- 
ing immediately  after  fire. 

Wiped  out  by  fire;  McCaskey  saved  $4,400  in  ac- 
counts; registers  subjected  to  intense  heat. 

Mill,  stock,  office  equipment  and  elevators  com- 
pletely destroyed  except  McCaskey;  accounts  saved 
in  perfect  shape. 

Three  Safe  Registers  survived  $60,000  fire;  all  rec- 
ords saved  in  very  good  shape. 

Store,  stock  and  fixtures  burned  to  ground;  McCas- 
key red  hot  in  intense  heat;  all  accounts  in  perfect 
condition. 

Had  McCaskey  less  than  three  weeks;  buildings 
totally  destroyed ; credit  accounts  saved. 

Several  thousand  dollars  in  stock  and  fixtures  de- 
stroyed; McCaskey  red  hot  in  midst  of  fire  saved 
several  thousand  dollars  in  accounts. 

$45,000  garage  fire;  McCaskey  saved  all  records  and 
cash. 

Building  burned  to  ground  with  McCaskey  in  hot- 
test part  of  fire;  all  accounts  saved. 

Store  burned  completely  down;  McCaskey  in  hot- 
test part  of  fire  three  hours;  accounts  fully  pro- 
tected. 

Three  story  frame  building  burned  down;  McCas- 
key in  most  intense  heat  saved  accounts  in  perfect 
order. 

One  of  Rockland’s  hottest  fires;  McCaskey  opened 
three  days  after  with  contents  in  perfect  condition. 
More  than  $13,000  saved  by  McCaskey  when  fire 
totally  wiped  away  the  business;  register  withstood 
intense  heat  through  the  night. 

$3000  in  accounts  saved  in  Webster’s  hottest  fire; 
register  survived  hottest  part  of  fire. 

McCaskey  saves  all  records  in  good  shape;  were 
glad  they  had  it  when  fire  was  raging. 

Several  thousand  dollars  in  accounts  saved;  regis- 
ter in  midst  of  burning  pile. 

$12,000  to  $15,000  in  accounts  saved  by  two  Safe 
Registers  as  office  burns  down. 

$800  in  accounts  saved  by  McCaskey;  register  in  in- 
tense heat  of  frame  building  fire. 

Store  burned  to  ground;  records  saved  by  McCas- 
key in  perfect  condition. 

;port  of  fire;  exact  date  of  fire  unknown. 


McCASKEY  FIRE  PROTECTION 


From  time  to  time  the  salesman  presenting  the  fire  pro- 
tection advantages  of  the  McCaskey  Safe  Register  will  be 
asked  if  the  Safe  Register  is  fireproof,  or  absolutely  fire- 
proof. The  answer  is  clear  — nothing  is  absolutely  fireproof. 

The  word  ‘Fireproof’  is  a safe  term  and  can  best  be  used 
only  in  referring  to  safes  which  bear  the  labels  of  the  Under- 
writers’ Laboratories,  for  these  safes  have  been  tested  and  are 
fireproof  to  a known  and  accepted  degree.  Particularly  in 
dealing  with  intelligent  prospects,  the  use  of  the  word  fire- 
proof should  be  qualified  with  the  additional  information  re- 
garding the  satisfactory  passing  of  the  Underwriters’  tests. 

Where  strong  statements  have  been  made  as  to  the  fire- 
proof qualifications  of  products,  and  the  prospects  are  in- 
clined to  think  that  other  safes,  etc.,  are  absolutely  fireproof, 
it  is  well  to  bring  out  the  fact  that  practically  everything  has 
been  melted  at  one  time  or  another.  Concrete  has  been  seen 
to  run  like  lava  at  2500  degrees  Fahrenheit;  firebrick  has  been 
turned  into  a lump  of  clay  at  2400  degrees.  There  have  been 
great  fires  in  this  country  in  which  it  seemed  that  nothing 
could  stand  against  the  frightful  heat.  In  the  San  Francisco 
and  Baltimore  fires  even  the  so-called  fireproof  buildings 
burned  down. 

THE  McCASKEY  STEEL  SAFE 

The  McCaskey  Register  Company’s  experience  in  the  field 
of  fire  protection  for  accounts  and  records  has  extended  over  a 
long  period  of  years.  When  the  following  picture  of  the  safe 
industry  is  clearly  understood,  the  McCaskey  salesman  will 
see  and  appreciate  the  turn  to  the  McCaskey  Steel  Safe  of  to- 
day, a line  of  safes  built  to  assure  their  owners  that  wherever 
high  heat  resistance  in  fires  is  needed,  wherever  strength  of 
structure  to  withstand  crushing  loads  is  needed,  and  wherever 
every  inbuilt  device  to  thwart  burglary  is  needed,  the  McCas- 
key Steel  Safe  is  prepared  and  tested  and  ready  to  give  a 
worthy  report  of  itself. 

This  line  of  McCaskey  Steel  Safes  is  provided  in  a range 
of  sizes  to  house  all  models  of  McCaskey  Vertical  Credit  Reg- 
isters, and  to  meet  the  need  of  the  merchant  for  a safe  for 
valuables  and  records.  These  safes  bear  the  Class  A and  Class 
B labels  of  the  Underwriters’  Laboratories,  certificates  of 
tested  fire  protection;  and  the  T-20  Burglar  Label  of  the  Un- 
derwriters’ Laboratories,  the  certificate  of  tested  burglar  pro- 
tection. 

This  type  of  safe  presents  to  the  world  the  finest,  cleanest 
record  of  fire  protection  known  in  the  safe  industry. 

Some  Pages  From  Safe  History 

The  first  safe  development  was  in  the  field  of  the  old 
iron  wsafe.  These  were  the  cast  iron  safes  of  the  19th  century, 
cast  iron  safes  whose  weight  was  figured  in  tons. 

Cast  iron  safes  were  manufactured  and  sold  as  much  for 
burglar  protection  as  for  fire  protection.  The  safes  were  sold 
to  protect  valuables,  items  with  a transferable  value.  In  the 
mind  of  the  buyer  and  in  the  mind  of  the  public  they  were 
associated  with  burglar  protection  first. 

This  safe  of  yesterday  offered  the  public  great  apparent 
strength  of  structure  and  a certain  amount  of  burglar  protec- 
tion. Yet  the  old  iron  safe  had  many  weaknesses.  It  was  too 

215 


McCASKEY  FIRE  PROTECTION 


heavy  to  be  practically  moved  or  even  shifted.  Its  weight 
made  its  location  a matter  of  vital  concern  to  the  safety  of 
the  building  in  which  it  was  used. 

Being  cast  iron,  the  castings  were  cracked  and  broken  in 
heavy  falls  or  when  the  safes  were  subjected  to  crushing  blows 
from  falling  buildings  in  fires.  The  cracksman,  using  explos- 
ives, learned  to  crack  the  door  joints,  force  the  doors  to  fly 
open,  rather  simple  once  the  art  was  acquired,  permitting  easy 
looting  of  the  contents. 

Parallel  with  the  growth  of  business,  this  19th  century  un- 
derstanding of  safes  was  altered.  The  coming  of  efficiency 
in  business  brought  business  systems.  The  system  brought  in 
need  for  records;  and  increasing  need  for  records  aroused 
acknowledgement  of  the  value  and  importance  of  records. 
With  this  recognition  of  record  value  came  desire  for  pro- 
tection of  records.  That  development  has  taken  place  largely 
through  the  last  eighteen  to  twenty  years.  The  hazard  of  fire 
loss  has  increased  and  the  eyes  of  those  in  businesses  suffer- 
ing loss,  and  the  eyes  of  the  insurance  companies  have  been 
opened  to  the  tremendous  need  for  adequate  protection  of 
records. 

It  was  about  1907  that  two  groups  of  manufacturers  began 
to  work  toward  the  development  of  the  modern  safe.  One 
group,  exponents  of  the  old  iron  safe,  was  attempting  to 
make  of  the  old  iron  safe  a more  practical,  less  unwieldy  form 
of  protection,  a steel  safe.  The  other  group,  working  from  a 
new  angle,  attempted  to  build  fire  protection  by  means  of 
light  sheet  metal  cabinets. 

The  experienced  safe  engineers  who  make  the  McCaskey 
Steel  Safe  were  the  pioneers  in  the  departure  from  the  old 
cast  iron  safe  toward  the  steel  safe.  The  Safe  Cabinet  Com- 
pany, Marietta,  Ohio,  fathered  the  type  of  safe  which  today 
has  become  known  as  the  cabinet  type  safe  as  opposed  to  the 
oM  line  iron  type. 

These  first  steel  safe  makers  were  the  laughing  stock  of 
other  manufacturers,  thought  crazy  by  everybody  in  the  old 
lion  safe  industry.  In  attempting  to  build  a safe  to  meet  the 
needs  for  protection  of  records  and  practical  service,  the  cast 
iron  safe  manufacturer  was  up  against  a problem  of  reducing 
safe  weights  of  3000,  4000,  5000  and  even  7000  lbs.,  heavy,  bulky 
and  impractical  units,  to  something  usable  and  in  keeping  with 
the  demands  of  the  new  day.  They  were  working  from  strength 
and  bulk  toward  an  equally  strong,  practical,  lighter,  modern 
unit.  The  other  fellow,  of  the  cabinet  type  safe  school,  was 
working  from  a weak,  light,  metal  shell  toward  strength. 

The  old  iron  safe  makers  who  first  turned  to  use  of  steel 
frames,  did  so  to  get  the  weight  and  bulkiness  from  the 
frames,  jambs  and  doors  of  the  old  safes.  At  the  same  time 
they  began  in  1907  to  improve  on  the  insulation  methods  of 
the  day  to  prevent  conduction  of  heat  and  to  provide  the  safe 
with  a door  and  door  joint  through  which  radiant  heat  could 
less  easily  work  its  way.  In  the  old  cast  iron  safes  it  was 
impossible  to  obtain  a good,  fitting  door  joint. 

Experience  with  fires  had  taught  the  iron  safe  makers 
that  they  could  not  safely  gain  their  reductions  in  bulk  at  a 
sacrifice  in  strength.  They  therefore  built  a safe  strengthened 
by  angular  steel  frames  and  a solid  insulation.  The  next  prob- 


216 


McCASKEY  FIRE  PROTECTION 


icm  was  to  fit  the  steel  safe  to  the  requirements  of  modern 
business. 

Cabinet  type  safe  makers  in  1907  and  1908  were  first  in 
fitting  the  safe  to  the  needs  of  the  modern  business  world. 
They  equipped  their  cabinet  type  safe  with  lockers,  drawers, 
shelves  etc.,  adapted  to  the  form  of  records  to  be  kept  by  the 
business  to  use  the  safe.  This  was  quite  an  advance  over  the 
old  iron  safes  which  were  equipped  with  an  indiscriminate 
combination  of  pigeon  holes  with  no  particular  value  in  rela- 
tion to  the  needs  of  the  buyer. 

The  makers  of  the  steel  safe  determined  to  hold  strengtii 
and  work  toward  convenience  as  introduced  by  the  cabinet 
type.  At  the  same  time  the  cabinet  type,  with  their  conven- 
ience, were  finding  it  more  and  more  necessary  to  build 
strength  into  their  product. 

Today  most  of  the  cabinet  type  safe  makers  have  de- 
camped. Some  have  left  the  field  entirely  and  but  few  are 
doing  business  to  amount  to  anything.  Most  of  the  old  line 
companies  are  still  active,  though  several,  in  attempting  to 
change  from  the  old  iron  safe  type  to  the  new  steel  safe  idea, 
have  run  into  severe  difficulties. 

In  the  old  da3^s  various  kinds  of  insulation  materials  were 
tiied  out  — light,  medium  and  heavy.  First  a heavy,  dense 
wood,  such  as  ebony,  was  placed  between  the  walls  of  the  safe. 
Wood  being  inflammable,  it  burned  out.  There  followed  a 
period  of  experiment  with  all  kinds  of  plastic  materials.  Plas- 
ter of  Paris  or  gypsum  was  popular  among  them.  These  were 
later  discarded  in  favor  of  finer  mixtures  such  as  half  por- 
tions of  Portland  cement  and  half  portions  of  natural  cement 
because  of  the  ability  of  such  a combination  to  hold  moisture 
over  long  periods  of  time.  This  mixture  was  long  used,  and  is 
used  today  b}^  many  manufacturers.  More  recently  improve- 
ments have  been  made  by  adding  more  porous  materials  such 
as  diatomaceous  earth  with  its  cellular  makeup.  The  McCas- 
key  Steel  Safe  has  no  doubt  advanced  as  far  as  any  other  in 
the  mixture  of  insulation.  More  will  be  said  of  this  later. 

When  cabinet  type  safes  first  came  into  being  they  were 
equipped  with  air  chambers  between  the  inner  and  outer  shells. 
Sheet  asbestos,  then  corrugated  asbestos,  then  Cabot's  quilt 
or  seaweed  were  introduced  in  efforts  to  build  a heat  resist- 
ance. From  this  line  of  experiments  the  cabinet  t^^pe  safe 
makers  came  back  to  that  which  the  old  line  safe  makers  had 
used  in  earlier  days.  Plaster  of  Paris,  alum,  chemicals,  etc. 

Block  insulation  (made  somewhat  as  bricks  are  made)  has 
been  used  and  is  used  today  by  some  safe  manufacturers.  The 
blocks  are  placed  in  the  walls  of  the  safe.  However,  they 
crack  and  let  heat  through  and  have  proven  faulty. 

Laboratory  testing  was  introduced  as  early  as  1910  by  cab- 
inet type  safe  builders.  McCaskey  Steel  Safe  makers  were 
close  to  follow  this  lead;  both  groups  seeking  to  find  out  what 
had  to  be  done  to  provide  heat  resistance. 

But  a year  or  two  later  the  Underwriters'  Laboratories, 
organized  in  1901,  added  the  testing  of  safes  to  their  impartial, 
unprejudiced  operations  to  establish  a standard  for  protec- 
tion. The  Underwriters’  Laboratories  soon  became,  and  are 
today,  the  recognized  authorities,  through  their  labels,  on  heat 
tests. 


217 


McCASKEY  FIRE  PROTECTION 


The  Underwriters*  Laboratories  have  been  established  and 
maintained  under  the  direction  of  the  National  Board  of  Fire 
Underwriters.  It  is  an  institution  equipped  specifically  to 
study  and  test  fire  resisting  appliances  and  devices  toward  ob- 
laining  accurate  knowledge  on  which  to  base  the  writing  of 
lire  insurance  policies.  Such  poiicies  in  force  today  total  an 
eignty  billion  dollar  ($80,000,000,000')  property  coverage.  The 
insurance  companies  made  this  move,  realizing  that  contracts 
worth  billions  of  dollars  were  at  stake  and  that  truly  unpre- 
judiced judgment,  based  on  actual  tests,  was  important  to  their 
success  and  service.  They  founded  the  institution  “For  Ser- 
vice— Not  Profit”  and  sought  through  thoroughness,  impar- 
tiality and  skill  to  obtain  the  sound  information  required. 

The  institution  was  incorporated  in  Chicago  in  1901  and  it 
was  but  ten  to  twelve  years  later  that  safe  manufacturers  be- 
gan to  submit  safes  to  the  “Standard”  fires  of  the  Laboratories 
for  tests.  Consequently  ‘The  Label’  is  today  a thoroughly 
established  form  of  recognition.  It  is,  in  fact,  a certificate  of 
character;  a metal  strip,  yet  representative  of  the  technical 
skill,  costly  equipment,  wide  experience  and  thorough  going 
method  of  investigation  that  have  been  concentrated  in  the 
piocess  of  searching  out  evciy  point  of  weakness  in  the  safe 
submitted.  It  becomes,  lineiefore,  the  one  best  means  of 
bringing  to  the  buyer  and  user  the  opinion  he  desires  as  to 
the  merit  of  the  safe. 

Merchants  are  becoming  more  and  more  acquainted  with 
the  Underwriters’  label.  A great  many  will  be  uninformed; 
nevertheless,  when  they  understand  the  value  of  the  label  they 
will  be  so  interested  in  the  fact  that  the  McCaskey  Steel  Safe 
has  won  it,  that  they  too  will  be  brought  closer  to  the  buying 
point  as  the  result  of  tb’-s  vital  information. 

The  McCaskey  A Tested  Safe 

The  Underwriters’  label  has  been  called  “A  symbol  of 
safety.”  It  assures  the  buyer  that  the  safe  bought  is  safe,  that 
It  can  stand  any  and  all  extremes  which  make  up  the  “Stand- 
ard” by  which  it  has  been  tested.  So  the  Underwriters’  label 
on  the  McCaskey  is  absolute  evidence  that  the  McCaskey  is  a 
tested  safe.  The  label  is  never  awarded  to  any  product  so 
long  as  there  remains  a fragment  of  doubt  in  the  minds  of 
engineers  as  to  its  performance  under  all  conditions  which  it 
may  meet  in  actual  use.  The  Underwriters’  label  is  not  easily 
won,  but  when  wmn,  it  means  something.  Thus  the  McCaskey 
holds  a certificate  of  attainment  measured  by  definite  and 
adequate  standards. 

The  Endurance  Test 

The  testing  of  safes  is  said  to  be  one  of  the  most  search- 
ing procedures  that  takes  place  in  the  Chicago  Laboratories. 
With  thoroughness  and  impartiality,  the  two  great  essentials 
to^  the  success  of  the  tests,  the  McCaskey  was  subjected  to 
trials  through  which  many  start  and  through  w^hich  only  the 
practically  ouilt,  strong  and  enduring  few  come  forth  to  win 
the  coveted  label.  Different  McCaskey  Steel  Safe  models 
were  subjected,  to  both  the  Class  B and  Class  A tests. 

The  “Endurance  Test”  was  the  first  fire  test  to  which  the 
McCaskey  was  subjected.  To  obtain  the  Class  B label  which 
was  asked  for  the  McCaskey,  this  unit  had  to  be  exposed  to  a 
“Standard”  fire  for  a period  cf  tw^o  hours  wdthout  the  interior 


218 


McCASKEY  FIRE  PROTECTION 


temperature  reaching  300  degrees  Fahrenheit — a temperature 
obtainable  in  a kitchen  oven,  and  one  that  will  not  injure 
paper. 

Into  a furnace  box  of  thick  masonry,  heated  by  rows  of 
blast  burners,  the  AdcCaskey  was  wheeled  on  a truck  forming 
the  furnace  bottom.  Papers,  records  and  account  slips  were 
placed  in  the  McCaskey  and  the  wirings  were  attached  by 
which  the  interior  temperature  is  measured.  Doors  were  lock- 
ed and  the  fire  was  started. 

Distribution  and  intensity  of  the  fire  was  controlled  from 
without  through  valves  so  that  the  “Standard”  fire  could  be 
assured.  Through  mica  peepholes  in  the  four  walls  of  the  fur- 
nace full  observations  were  taken  as  the  exposed  surfaces  of 
the  McCaskey  were  subjected  to  heat  so  intense  that  the 
“Standard”  fire  temperature  of  approximately  1400  degrees  F. 
was  reached  within  fifteen  minutes;  approximately  1550  de- 
grees in  thirty  minutes  and  approximately  1700  degrees  at  the 
end  of  the  first  hour. 

During  the  entire  period  peephole  observations  were  made 
of  the  general  character  and  distribution  of  the  fire,  of  the 
color  of  the  parts  due  to  heat,  of  the  temperatures  of  the  fur- 
nace and  temperatures  within  the  McCaskey. 

At  the  end  of  the  second  hour  the  temperature  in  the  fur- 
ance  had  reached  1850  degrees  Fahr.  Yet  the  interior  of  the 
McCaskey  unit  failed  to  register  as  warm  as  the  300  degrees 
which  would  have  been  fatal  to  the  obtaining  of  the  label. 
Should  even  one  of  the  thermo-couples  registering  the  interior 
heat  have  reached  300  degrees,  though  the  others  had  all  been 
much  cooler,  the  label  would  have  been  lost. 

The  fire  was  turned  off  at  the  end  of  two  hours  and  the 
safe  and  furnace  allowed  twenty  hours  in  which  to  cool.  Ob- 
servations continued  as  to  any  buckling,  v/arping  or  bulging. 
After  it  had  cooled  closer  examinations  were  made  and  finally 
the  unit  was  opened  for  an  examination  of  the  records  as  to 
legibility  and  usability.  Later  the  sample  was  taken  apart  for 
a thorough  examination  of  the  suitability  of  form  and  parts,  of 
workmanship  and  ability  to  resist  corosion,  of  the  strength 
and  uniformity  of  the  parts  as  evidenced  by  their  condition  and 
for  attention  to  the  stability  of  the  safe. 

Following  is  a table  which  gives  the  “Standard”  furnace 
temperatures  endured  by  the  McCaskey  in  this  test.  The  ob- 
servations were  recorded  every  five  minutes  during  the  first 
hour  and  every  fifteen  minutes  thereafter. 


5 min... 

45  min... 

. . .1640  degrees 

10  min... 

...1300  degrees 

50  min.. . 

...1660  degrees 

15  min... 

...1400  degrees 

55  min... 

20  min... 

...1460  degrees 

60  min. . . 

...1700  degrees 

25  min... 

...1510  degrees 

75  min... 

...1750  degrees 

30  min... 

90  min... 

...1790  degrees 

35  min... 

...1580  degrees 

105  min... 

...1820  degrees 

40  min. . . 

...1610  degrees 

120  min. . . 

...1850  degrees 

A study  of  these  temperatures  as  compared  with  those  re- 
corded as  the  melting  points  of  certain  metals  illustrates  the 
terrific  heat  temperatures  through  which  the  McCaskey  gives 


219 


McCASKEY  FIRE  PROTECTION 


its  account  and  record  protection, 
points  of  metals: 

Metal 

Lead 

Aluminum 

Silver 

Rolled  Brass 

Gold 

Copper 

Cast  Iron 

Steel 

Nickel 


Following  are  the  melting 


Melting  Point 

620  degrees  Fahr. 
1200  degrees  Fahr. 
1740  degrees  Fahr, 
1775  degrees  Fahr. 
1930  degrees  Fahr. 
1981  degrees  Fahr. 
2300  degrees  Fahr. 
2500  degrees  Fahr. 
2600  degrees  Fahr. 


It  is  known  also  that  paper  discolors  at  300  degrees,  ap- 
proximately; that  it  burns  up  at  approximately  460  degrees. 

The  difference  between  the  Class  B and  Class  A labels 
of  the  Underwriters’  Laboratories  lies  in  this  Endurance 
Test,  and  in  this  test  only.  Safes  submitted  for  Class  A tests 
are  given  exactly  the  same  ‘Tmpact  and  Fire”  and  “Explosion” 
tests. 

For  the  Class  A label,  the  safe  submitted  must  continue 
through  a four  hour  endurance  heat  test  instead  of  a two 
hour  test.  For  the  first  two  hours  the  temperature  conditions 
are  the  same  as  for  a Class  B label  test,  the  outside  tempera- 
ture reaching  1850  degrees  in  the  two  hour  or  120  minute 
period.  However,  in  this  test  the  fire  temperature  becomes 
greater  and  greater  through  the  second  two  hours  until  the 
exterior  temperature  at  the  end  of  four  hours  has  reached 
2000  degrees  Fahr.  Thus,  safes  which  bear  the  Class  A label 
are  effective  in  surviving  a severe  fire  in  which  the  greatest 
exterior  heat  is  2000  degrees  before  the  interior  of  the  safe 
reaches  300  degrees. 

The  following  heat  records  were  recorded  in  the  third  and 
fourth  hour  in  the  furnace  for  the  McCaskey  Steel  Safes  sub- 
mitted to  the  longer  endurance  test  toward  gaining  the  Class 
A label : 


135  min 1870  degrees 

150  min 1890  degrees 

165  min 1910  degrees 

180  min 1925  degrees 


195  min 1940  degrees 

210  min 1960  degrees 

225  min 1980  degrees 

240  min 2000  degrees 


The  Fire  and  Impact  Test 

The  greatest  of  spectacles  in  the  Underwriters’  Testing 
Laboratories,  which  turn  continually  to  spectacular  methods 
in  testing  the  hundreds  of  thousands  of  devices  and  samples 
of  equipment  which  are  submitted  to  them,  is  the  second  test 
to  which  safes  are  subjected,  the  Impact  or  Drop  Test. 

As  was  the  case  with  the  McCaskey,  the  sample  is  heated 
for  an  hour  in  a standard  fire,  rushed  while  a glowing  cherry 
red  mass  from  the  furnace  to  a point  where  it  is  hoisted  three 
stories  into  the  air  and  dropped,  v^ithin  120  to  150  seconds  after 
taken  from  the  furnace,  upon  a jagged  bed  of  broken  bricks 
and  ruin.  Though  such  tests  have  been  made  hundreds  of  times, 
the  signal  for  the  Drop  Test  is  recognized  by  an  immediate 
rush  of  shirt-sleeved  workmen  from  all  points  in  the  build- 
ing. 

From  the  word  “Go”,  timed  by  the  engineer  in  charge  and 


220 


McCASKEY  FIRE  PROTECTION 


signifying  the  end  of  the  hour  in  the  furnace,  the  scene  is  one 
which  makes  deep  impress  on  the  eyes  of  the  spectator. 
Crouching  men  shield  their  faces,  hitch  to  the  furnace-bottom 
truck  and  draw  the  safe  from  the  flashy,  radiant  furnace  to 
the  point  where  it  is  raised  and  dropped  as  would  be  the  case 
should  it  crash  from  the  height  of  a fourth  floor  window  in  a 
burning  building. 

After  the  safe  has  cooled  sufficiently  to  permit  of  hand- 
ling, providing  it  is  not  wrecked,  it  is  turned  upside  down  and 
put  back  in  the  furnace  for  another  hour. 

Any  spectator  of  such  a test  is  inclined  to  express  himself 
as  an  Italian  janitor  did  after  watching  one  of  the  similarly 
spectacular  perpetrations  of  the  Laboratories:  ‘‘So  you  do  alia 
you  can  to  busta  machine,  and  if  you  no  can  busta  you  pass 
it?" 

In  this  second  test  a second,  a newly  made  sample  is  used. 
The  “Standard"  fire  conditions  are  endured  for  the  first  hour 
when  the  temperature  reaches  as  high  as  1700  degrees.  Obser- 
vations are  taken  as  before  except  that  in  this  case  interior 
temperatures  are  not  taken.  When  the  safe  had  cooled  suffi- 
cientL^  after  the  30  foot  “drop,"  examinations  were  made  cover- 
ing its  stability,  as  evidenced  by  any  bulging,  buckling,  bind- 
ing or  any  separations;  and  search  was  made  for  any  bending, 
breaking  or  collapse  of  parts  affecting  the  security  of  the  fast- 
enings between  the  parts  or  the  strength  of  the  assembled  de- 
vice. 

Next  the  McCaskey  was  turned  bottom  upward  on  the  fur- 
nace-truck floor  and  hauled  into  the  furnace  and  subjected  to 
the  “Standard"  fire  conditions  for  another  hour.  Observations 
were  again  made  and  the  same  examinations  and  tearing  apart 
took  place  after  cooling  as  in  the  case  of  the  Endurance  Fire 
Test. 


The  Explosion  Test 

The  third  and  final  violent  effort  to  locate  weakness  in  the 
McCaskey  model  took  the  form  of  an  Explosion  Test.  The 
sample  was  placed  on  an  incombustible  foundation  in  the  bot- 
tom of  a specially  prepared,  inflammable,  test  hut.  The  fuel 
was  placed  in  the  proper  positions  and  the  heat  measuring  ap- 
paratus installed  and  connected  and  the  fire  started. 

In  this  case  the  fuel  was  of  such  a character  as  to  bring 
about  a most  extreme  and  sudden  heating  of  the  sample.  The 
temperature  surrounding  the  McCaskey  rose  to  1000  degrees 
Fahr.  in  two  and  one-half  minutes,  1300  degrees  in  4 minutes, 
1600  degrees  in  ten  minutes  and  1700  degrees  in  fifteen  minutes. 
The  test  was  continued  for  thirty  minutes  before  the  fire  was 
extinguished  and  the  safe  allowed  to  cool.  Observations  were 
made  at  all  times  of  the  general  character,  distribution  and 
intensity  of  the  fire  and  of  anything  indicating  disruption  of 
the  parts  or  explosion  of  the  safe.  After  cooling,  further  ex- 
aminations were  made  covering  any  disruptions  of  the  parts 
or  any  indications  of  explosion  internally.  Its  stability  as 
evidenced  by  any  bulging,  buckling,  warping  or  separations 
were  recorded.  A sufficient  degree  of  bulging  is  rated  as  an 
explosion  by  the  engineers  in  charge  of  this  test. 

After  actual  fires  safes  have  been  found  with  their  doors 
blown  open  by  explosions  from  within  and  it  was  to  determine 


221 


McCASKEY  FIRE  PROTECTION 


the  liability  of  such  a failure  that  the  McCaskey  was  given 
this  third  trying  experience.  Such  rough  treatment  as  this  and 
the  other  tests  impose,  is  due  to  the  consistently  thorough  ef- 
fort of  the  Underwriters’  Laboratories  in  reproducing  condi- 
tions which  are  known  to  occur  in  actual  fires  in  buildings. 
Comparison  of  the  general  condition  of  safes  that  have  been 
subjected  to  these  tests  with  the  condition  of  similar  safes 
which  have  been  inspected  by  the  Laboratories’  engineers  in 
the  ruins  of  buildings  damaged  by  fire,  indicates  that  the  tests 
are  truly  commensurate  with  the  service  requirements. 

Field  Tests  and  Inspections 

This  is  not  all,  however.  Field  and  factory  tests  and  in- 
spections are  made  from  time  to  time  and  every  precaution  is 
adopted  to  make  certain  the  maintainance  of  the  standard  safes 
which  have  been  actually  tested.  A Laboratories’  representa- 
tive, now  and  then,  buys  a safe  in  the  open  market  or  gets  it 
from  a user  and  ships  it  in  for  a check  Fire  Endurance  Test. 
The  manufacturer  is  notified,  so  that  he  may  be  present,  and 
the  results  of  this  test  determine  whether  or  not  the  requisite 
standards  of  manufacture  and  inspection  are  being  maintained 
at  the  factory. 

Label  Awarded  and  Recognized 
The  McCaskey  has  attained  the  “Standard.”  The  unpre- 
judiced Underwriters’  Laboratories  have  kept  in  mind  the 
stock  insurance  companies  and  their  customers,  the  public,  and 
have  awarded  to  the  McCaskey  Steel  Safes  both  the  Class  A 
and  the  Class  B Labels. 

The  Underwriters’  Laboratories  offer  a three-fold  value 
to  the  merchant  who  invests  in  the  McCaskey  Steel  Safe 
System  bearing  its  labels : 

— a guarantee  to  the  insurance  companies  that  allow- 
ances made  by  them  for  preventive  or  protective  de- 
vices or  materials  are  based  on  the  use  of  the  approved 
standards, 

— assurance  to  the  purchaser  that  such  devices  and  ma- 
terials can  fully  be  relied  upon  in  so  far,  at  least,  as  the 
manufacturer  is  concerned, 

— protection  to  the  manufacturer  by  reducing  unfair 
competition,  in  that  the  label  service  requires  a definite 
standard  from  all. 

Here  is  an  extract  from  a letter  which  indicates  the  posi- 
tion of  the  McCaskey  in  the  eyes  of  the  fire  insurance  com- 
panies as  the  result  of  the  winning  of  the  Class  B label. 

“We  note  that  under  the  date  of  September  25th,  1924, 
the  Underwriters’  Laboratories  approved  the  safe 
submitted  by  you  and  gave  it  Class  B.  We  are  pleased 
to  say  that  in  so  far  as  our  company  is  concerned  or  any 
company  affiliated  with  us,  this  safe  fully  complies 
with  all  the  requirements  of  the  so-called  Iron  Safe 
clause  sometimes  used  in  fire  insurance  policies.” 

Insurance  Company  of  North  America 
SUPERINTENDENT  SERVICE  DEPT. 

The  Insurance  Company  of  North  America  is  known  as 
“The  Oldest  American  Fire  and  Marine  Insurance  Company.” 


222 


McCASKEY  FIRE  PROTECTION 


It  was  founded  in  1792  in  Philadelphia  where  its  home  offices 
are  located  today. 

Following  is  printed  the  Iron  Safe  Clause  referred  to  in 
the  letter.  It  is  related  to  the  matter  of  insurance  as  a pro- 
tection condition  in  reference  to  inventory  and  book  records 
of  cash  and  credit  sales: 

“INVENTORY— IRON  SAFE  CLAUSE: 

(Requirements  to  keep  books  and  Inventory).  It  is 
made  a condition  of  this  insurance.  (1)  That  the 
assured  under  this  policy  shall  take  an  inventory  of  the 
stock  and  other  personal  property  hereby  insured  at 
least  once  every  twelve  months  during  the  term  of  this 
policy,  and  unless  such  inventory  has  been  taken  with- 
in one  year  prior  to  the  date  of  this  policy,  one  shall  be 
taken  in  detail  within  thirty  days  thereafter;  (2)  That 
the  assured  shall  keep  a set  of  books  showing  a com- 
plete record  of  the  business  transacted,  including  all 
purchases  and  sales  both  for  cash  and  credit ; (3)  That 
the  assured  shall  keep  such  books  and  inventory  secure- 
ly locked  in  a fireproof  safe  at  night,  and  at  all  times 
when  the  store  mentioned  in  the  within  policy  is  not 
actually  open  for  businss,  or  in  some  secure  place  not 
exposed  to  a fire  which  would  destroy  the  building 
where  such  business  is  carried  on;  (4)  That  in  case  of 
loss  the  assured  shall  produce  such  books  and  last  in- 
ventory.'' 

Thus  the  McCaskey  has  met  the  tests  and  received  full 
recognition.  By  its  little  brass  label  the  purchaser,  the  mer- 
chant, may  receive  advance  assurance  as  to  its  exceptional 
emergenc3^  qualities,  its  ability  to  meet  the  world's  highest 
standard  as  a unit  giving  high  heat  resistance. 

Plowever,  the  UndervN^riters'  Laboratories  state  specifically 
at  the  foot  of  the  page  on  which  the  “List  of  Inspected  Fire 
Protection  Appliances"  is  printed: 

“Products  of  manufacturers  labeled  or  listed  as  men- 
tioned herein  are  not  necessarily  equivalent  in  quality 
or  merit,  the  labeling  and  listing  indicating  only  compli- 
ance with  the  Underwriters'  Laboratories'  Standards." 

This  is  an  important  point  to  take  into  consideration.  The 
talking  of  fire  tests  and  the  Underwriters'  Labels  is  talking  of 
an  endurance  test  where  uniform  heat  conditions  prevail.  Pass- 
ing of  these  tests  assures  the  manufacturer  of  one  thing,  ability 
to  pass  a high  heat  resistance  test,  but  fail  to  assure  him  that 
his  safe  is  strong  enough  to  endure  when  buildings  fall  and  the 
door  joints  and  structure  of  his  safe  must  take  crushing  blows 
without  yielding. 

The  only  strength  test  of  the  series  of  the  three  Under- 
writers' Laboratories'  tests  is  the  drop  when  red  hot  from  a 
height  of  30  feet  onto  a bed  of  jagged  brick  and  ruin.  Some 
cabinet  type  safes  have  been  equipped  with  a heavy  base  for 
the  specific  purpose  of  meeting  this  one  test.  Full  considera- 
tion is  not  given  to  the  fact  that  other  parts  of  the  structure 
are  just  as  apt  to  receive  the  crushing  blov/s  under  actual  fire 
conditions.  It  is  in  this  field  of  strength  that  the  cabinet  type 
safes  fall  down. 

No  recognized  line  was  drawn  between  the  steel  safe  with 


223 


McCASKEY  FIRE  PROTECTION 


strength  and  the  cabinet  type  safe  until  1918  when  the  Bureau 
of  Standards  of  the  United  States  took  up  the  question  of 
strength  of  safes.  Safe  engineers  aroused  this  action.  There 
was  a difference  between  the  safes  which  passed  the  tests  of 
the  Underwriters’  Laboratories  and  steel  safes  of  the  McCas- 
key  steel  safe  type.  Engineering  ingenuity  had  been  brought 
into  the  building  of  a safe  to  withstand  falls  and  falling  walls 
in  fires.  The  steel  safe  engineers  got  action  and  took  govern- 
ment contracts  for  cabinet  type  safes  on  this  issue.  They 
urged  upon  the  government  the  investigation  that  resulted  in 
the  publication  of  Specification  Sheet  No.  60  by  the  Bureau  of 
Standards.  This  placed  a dividing  line  for  the  first  time 
between  Type  1 Safes  which  were  to  be  used  where  there  was 
danger  of  crushing  falls  and  falling  walls,  and  Type  II  Safes, 
which  included  the  cabinet  type  safes  v/here  such  features  of 
strength  were  not  required. 

Safe  buyers  can  get  all  qualifications  for  a safe  out  of 
the  Underwriters’  label  except  that  of  strength  in  construc- 
tion. They  must  turn  to  the  specifications  of  the  United 
States  Bureau  of  Standards  to  get  the  Type  I and  Type  II 
difference  beween  steel  safe  strength  and  cabinet  type  heat 
resistance  only.  Cabinet  type  safes  are  unable  to  get  a hearing 
on  Type  I quotations  because  of  their  lack  of  physical 
strength  of  structure. 

At  this  point  it  is  well  to  take  into  detailed  consideration 
the  McCaskey  Steel  Safe  in  which  McCaskey  fire  protection 
service  of  the  future  rests.  When  its  factors  of  strength  of 
construction  and  heat  resistance  are  fully  known,  the  compar- 
ative values  of  other  safes  will  be  established  to  make  for  a 
complete  and  intelligent  understanding  of  the  safe  status  of 
the  present  day. 

As  has  been  stated,  the  makers  of  the  McCaskey  Steel  Safe 
never  dropped  the  old  line  iron  safe  strength.  In  using  heavy, 
angular  steel  frames,  steel  door  jambs  and  heavy  steel  door 
plates,  they  were  putting  in  a greater  weight  as  well  as  great- 
er strength  than  the  cabinet  type  shells  would  show  by  a wide 
margin.  Yet  in  mixing  insulation  they  gained  heat  resistance 
and  light  weight  to  the  extent  that  the  steel  safe  weight  ob- 
stacle was  overcome  and  a lighter  safe  was  presented. 

McCaskey  Steel  Sate  Construction 

From  the  standpoint  of  structural  strength,  without  re- 
gard to  insulation,  certain  features  of  the  McCaskey  Steel  Safe 
tell  why  the  fire  record  of  this  make  of  safe  is  so  clean.  For 
information  in  understanding  what  th  gauge  of  steel  means, 
the  following  table  is  given : 


Gauge  Approx.  In.  Wt.  Per  Sq.  Tensile  Strength  Used  in 

Thickness  Ft.  in  Lbs.  Lbs.  Per.  Lineal  in. 


10 

9/64" 

(1/8 

plus)  5.625  lbs. 

8460  lbs. 

McCaskey 

Door 

14 

5/64" 

(1/16 

plus)  3.125  lbs. 

4680  lbs. 

McCaskey 
Inner  and 
Outer  Shells 

16 

4/64" 

(1/16') 

2.5  lbs. 

3750  lbs. 

18 

1/20" 

2.0  lbs. 

3000  lbs. 

Cabinet  Types 

20 

3/20" 

(1/26  plus)  1.5  lbs. 

2250  lbs. 

Cabinet  Types 

224 


McCASKEY  FIRE  PROTECTION 


A scientific  placement  of  structural  materials  together 
with  the  development  of  its  light  weight,  cellular  insulation, 
reduces  the  total  weight  of  the  McCaskey  Steel  Safe  to  a 
minimum,  consistent  with  structural  strength. 

OUTER  FRAMES:  Fleavy  angular  steel  frames  on  the 
front  and  back  of  the  McCaskey  Steel  Safe  carry  the  whole 
load  of  the  safe  with  its  interior  contents,  and  support  the 
doors. 

The  inner  front  frame  or  jamb,  and  the  door  frame  are 
formed  steel  shapes,  which  make  a tight  inter-lock  when  the 
door  is  closed. 

BODIES:  The  outer  and  the  inner  steel  bodies  are  built 
of  one  heavy  steel  plate,  with  electric  welded  and  riveted 
joints.  The  inside  walls,  top,  bottom  and  the  sides  are  one 
piece  of  heavy,  14  gauge  steel,  reinforced  with  14  gauge 
“E”  Channels,  the  legs  of  which  are  imbedded  in  the  insulation. 
The  back  outside  wall  is  a 12  gauge  steel  plate. 

ASSEMBLY : The  inner  body  sets  into  the  steel  front 
jamb.  The  outer  body  sets  inside  the  legs  of  the  outer  angu- 
lar frames.  The  whole  assembly  is  solidly  held  together  by 
stay  bolts  tying  the  front  and  back  angular  frames  against 
tile  outer  and  inner  bodies. 

Door  plates  of  10  gauge  steel  are  riveted  to  the  door 
frame.  The  hinges  are  malleable  iron  provided  with  y/  pins 
and  securely  riveted  to  the  door  plates  and  angular  frames. 

LOCKING  MECHANISM:  The  door  bolts  are  14" 
diameter  held  in  steel  tubes  filled  with  oil,  operated  by  separ- 
ate steel  draw  bars  connected  to  a steel  cam  mounted  on  the 
handle  shaft. 

A three  tumbler  combination  lock,  set  in  a steel  pan,  pro- 
tected by  two  drill  proof  steel  plates,  checks  accessibility  to 
the  bolt  movement. 

The  lock  mechanism  is  all  brass,  the  tumblers  revolve  on 
a hollow  tube  in  the  lock  case,  the  action  of  the  lock  bolt  is 
guarded  by  an  automatic  trigger.  The  lock  case  is  cast  bronze 
— not  cast  iron.  Every  element  of  thief  protection  is  guarded 
in  both  lock  and  bolt  work. 

McCASKEY  INSULATION:  An  exclusive  cellular  de- 
velopment of  the  monolithic  type,  mixed  with  water  and  poured 
in  between  the  steel  walls  of  the  safe.  When  set  up  and 
cured  it  holds  a high  percentage  of  moisture  in  its  cellular 
formation.  It  is  very  light  in  weight  — about  one-third  the 
weight  of  cement. 

WEIGHT : The  McCaskey  Steel  Safe  weight  is  reduced 
because  of  steel  frames  and  cellular,  light  weight  insulation. 
Weight  of  steel  put  into  the  various  models  proves  the  use  of 
more  steel  than  in  any  cabinet  type  safe,  and  equal  to  or 
more  than  the  old  line  safe.  The  t<^tal  weight  of  each  safe  is 
in  many  cases  less  than  the  cabinet  type  safe  of  similar  capa- 
city and  rarely  more  than  the  cabinet  type  safe,  the  latter  be- 
ing true  in  none  but  the  larger  sizes,  where  strength  of  struc- 
ture becomes  more  and  more  serious  a requirement. 

Outer  Angular  Frames: 

Heavy  one  piece  angle  frames  completely  encircle  McCas- 
key Safes,  front  and  back.  These  frames  are  the  foundation 


225 


McCASKEY  FIRE  PROTECTION 


of  the  structural  strength  and  carry  the  load  of  the  safe;  pro- 
tection in  bad  falls  and  where  the  safe  receives  crushing  loads, 
due  to  falling  debris. 

No  engineering  question  is  considered  so  fundamental  in 
regard  to  the  strength  of  a structure  as  the  framing  of  it. 
The  frame  carries  the  load.  The  purpose  of  the  frame  if  the 
structure  is  properly  designed  must  be  to  carry  the  load  of 
the  whole  structure,  interlocking  and  holding  all  of  its  mem- 
bers so  it  can  properly  reflect  that  load.  For  this  reason  a 
heavy  angular  frame  is  maintained  on  every  McCaskey  Steel 
Safe.  In  McCaskey  Steel  Safes  you  find  the  front  and  back 
frames  are  tied  together.  Between  them  are  intermembered 
the  shells,  both  inner  and  outer  and  the  load  is  reflected  per- 
fectly through  the  outer  angular  frame  by  means  of  the  stay 
rods  etc. 

"'U'  Channels:  ^ 

“L”  Channels  are  welded  to  the  inner  shell  on  all  surfaces. 
They  add  great  strength  to  the  inner  shell  and  reinforce  the 
insulation.  Their  first  purpose  is  to  give  strength  to  the  inner 
shell.  The  second  purpose  is  to  tie  the  channel  into  the  insu- 
lation by  means  of  the  extending  flanges.  This  is  reinforcing 
the  insulation  and  tying  it  to  the  inner  shell  also. 

The  old  line  safe  manufacturer  points  out  his  strength  of 
construction  in  the  heavy  angular  frames,  panel  bars  and  cor- 
ner angles  on  the  outside  of  the  safe.  This  theory  is  to  show 
the  strength,  but  the  strength  is  not  placed  where  it  will  do 
the  most  good.  What  we  believe  is  most  necessary  to  protect 
is  the  interior  of  the  safe  so  we  build  our  “secondary  strength^' 
(as  it  may  be  termed)  on  the  inner  shell  instead  of  putting  it 
on  the  outer  shell  and  we  know  that  this  strength  will  remain 
intact  and  have  its  efficiency  through  all  the  fire;  it  will  not 
be  v/eakened  in  any  way  when  it  is  lying  in  the  debris  under 
intense  heat. 

Stay  Rods  oi  Steel: 

Heavy  steel  stay  rods  securely  tie  the  front  and  back 
angles  and  interlock  the  whole  safe  structure  into  one  unit 
of  strength.  These  rods  are  completely  embedded  in  the  in- 
sulation. Stay  rods  distribute  the  strain  in  daily  service, 
eliminate  sagging  due  to  uneven  floors,  and  receive  the 
shocks  from  falls  in  fires. 

These  sta3^  rods  serve  the  same  purpose  from  the  stand- 
point of  strengthening  the  insulation  as  the  lath  or  mesh  wire 
of  cabinet  type  safes,  yet  are  permanently  bound  in  position 
by  their  firm  rootings  in  the  angle  frames. 

The  chart  on  page  237  illustrates  better  than  words  can 
express  it,  the  division  of  torsional  strain  through  twisting 
under  strain  where  stay  rods  of  steel  are  used  as  in  the  McCas- 
key Steel  Safe  and  where  lesser  strength  is  built  in  to  share 
the  strain  as  in  the  old  line  safe  and  the  cabinet  type  safe. 

Tongue  and  Groove  Door  Joints: 

The  tongue  and  groove  door  joint  of  the  McCaskey  Steel 
vSafe  permJts  that  the  door  interlock  in  the  frame  in  a square 
pocket,  with  the  square  of  the  pocket  at  a 90  degree  angle  with 
the  plane  of  the  door.  This  gives  the  greatest  holding  quality 


226 


McCASKEY  FIRE  PROTECTION 


and  insures  the  strongest  and  best  kind  of  tongue  and  groove 
for  holding  a door  closure. 

This  pocket  with  a 90  degree  square  is  bought  at  a price. 
The  McCaskey  Steel  Safe  sacrifices  the  advantage  of  a full 
swinging  door,  an  advantage  of  some  convenience,  to  get  this 
strength  giving  fitting.  The  pocket  in  full  swinging  doors  must 
be  made  at  an  angle  of  15  to  20  degrees,  more  or  less,  and  when 
this  kind  of  a pocket  is  used  for  a tongue  and  groove  fitting 
the  pressure  is  out  when  the  safe  is  placed  under  strain. 

Reasonable  knowledge  of  safe  experience  in  fires  is  re- 
sponsible for  the  observation  that  in  at  least  90  cases  out  of 
100,  the  loss  of  contents  of  safes  in  fires,  is  due  to  some  kind 
of  weakness  or  an  opening  up  in  the  door  joint.  Thus  no 
sacrifice  for  convenience  can  be  made  with  safety,  if  that 
sacrifice  concerns  the  strength  of  the  door  joint. 

The  McCaskey  Steel  Safe  has  a better  chance  in  a bad 
fire,  in  a bad  fall,  in  experiencing  a crushing  load,  with  its 
90  degree  pocket,  than  would  be  the  case  with  a lesser  angle 
in  the  pocket  of  the  groove. 

In  addition,  the  square  angle  of  the  90  degree  pocket  is  a 
stronger  heat  baffle  and  works  to  greater  advantage  in  hold- 
ing heat  out  than  the  pocket  with  the  more  open  angle  and 
the  pressure  out. 

Heavy  Door  Plates: 

A 10  gauge  metal,  nearly  3/16ths  inch's  thick  is  used  as  the 
outside  door  plate  of  the  McCaskey  Steel  Safe.  Because  on 
this  door  plate  is  mounted  the  door  frame  which  is  a lighter 
metal,  cross-membered  and  braced  by  means  of  the  setting 
of  the  lock  pan  and  other  necessary  braces  that  are  put  into 
the  door. 

In  building  a strong  box,  with  an  open  side  in  it,  we  must 
use  m.aterial  of  adequate  strength,  to  equalize  the  strength  of 
the  open  side  when  it  is  closed,  with  the  rest  of  the  structure. 

It  is  clear  that  one  cannot  equalize  the  strength  of  the  struc- 
ture by  using  a light  door  hung  on  light  hinges.  Because  such 
a thing  is  attempted  many  safes  go  down  and  fail  in  bad  fires. 

The  McCaskey  Steel  Safe  doors  stay  closed  because  they 
have  the  strength  to  hold  them.  The  doors  stay  tight  and 
prevent  the  fire  from  entering  because  they  cannot  be  bent 
out  of  shape  very  easily. 

In  addition  to  this,  heavy  door  plates  are  always  neces- 
sary to  give  added  burglar  protection.  It  cannot  be  done  with 
light  plates  unless  they  are  reinforced  on  the  inside  in  some 
way. 

Expansion  Door  Joints: 

The  McCaskey  Steel  Safe  is  provided  with  what  is  called 
an  expansion  door  joint,  a steel  strip  in  the  door  jamb  at  the 
hinge  joint  which  equalizes  the  expansion  of  the  angle  frame 
with  the  door  jamb.  In  this  way  a tight  door  closure  is  main- 
tined  under  bad  fire  conditions. 

Oil  Filled  Lock  Bolt  Tubes: 

All  locking  bolts  of  the  McCaskey  Steel  Safes  move  in 
grease  filled  steel  tubes.  These  lubricated  tubes  eliminate 


227 


McCASKEY  FIRE  PROTECTION 


friction  wear  and  keep  the  bolts  in  perfect  alignment.  They 
assure  ease  of  operation  in  the  bolt  movement. 

Compound  Action  Bolt  Movement: 

Compound  bolt  movement  assures  ease  in  operation  of 
locking  bolts.  Each  bolt  in  the  locking  structure  of  the 
McCaskey  Steel  Safe  is  operated  independently  of  all  others. 

Combination  Lock  Protected: 

The  combination  lock  is  mounted  on  a pan  which  is  sus- 
pended from  one  side  of  a door.  It  is  protected  by  two  drill 
proof  steel  plates,  placed  in  front  of  the  lock  and  back  of  the 
insulation. 


McCASKEY  INSULATION 

The  old  line  safe  strength  was  never  dropped  — merely 
improved  upon  in  the  building  of  the  McCaskey  Steel  Safe.  To 
offset  the  weight  of  steel  which  ordinarily  would  make  the 
steel  safe  far  outweight  the  cabinet  type  safe,  an  insulation 
mixture  1/3  the  weight  of  the  old  line  insulation  was  develop- 
ed for  use  in  the  McCaskey.  With  light  weight  insulation  the 
weight  of  the  McCaskey  Steel  Safe  is  brought  down  below 
the  cabinet  type  in  many  models  and  is  but  little  more  in  the 
bigger  safes. 

McCaskey  Steel  Safe  insulation  is  designed  to  deflect 
heat  penetration,  to  absorb  heat  and  to  prevent  direct  conduc- 
tion of  heat. 

All  insulation  exerts  an  action  in  releasing  moisture  and 
protecting  the  inner  contents  of  the  safe  thereby.  The  volume 
of  moisture  given  off  from  insulation  denotes  more  or  less 
protection.  The  more  moisture  that  can  be  held,  the  slower 
the  dehydration  and  the  longer  the  protection  of  the  safe. 

This  frank  statement  by  McCaskey  Steel  Safe  engineers 
describes  the  situation:  “We  have  made  all  the  mistakes  in 
insulation  that  could  be  made  and  we  are  free  to  admit  and 
we  know  through  experience  what  these  mistakes  mean.  We 
know  their  causes  and  their  effects.” 

Because  of  this  experience  and  profit  due  to  mistakes  in 
a long  career  of  safe  building,  McCaskey  Steel  Safe  builders 
do  not  believe  in  the  use  of  anything  in  insulation  that  is 
not  inert  matter  (matter  that  will  not  burn  up).  In  other 
words,  that  an  all-mineral  insulation  is  the  only  safe  one.  We 
do  not  believe  in  the  use  of  mineral  salts  or  chemical  com- 
pounds to  hold  surplus  moisture,  because  they  react  to  changes 
of  atmospheric  conditions,  evaporate  or  cause  corrosion. 

The  McCaskey  Steel  Safe  theory  of  insulation,  based  on 
experience,  is  developed  in  the  adoption  of  an  insulation  that 
is  cellular  in  form,  light  of  weight  and  so  made  up  as  to 
stop  heat  travel  even  after  all  moisture  is  driven  out. 

The  McCaskey  insulation,  cellular  in  form,  has  two  ways 
of  holding  moisture,  ^vater  of  crystallization  (the  water  that 
holds  the  mass  of  insulation  together)  and  moisture  hermetic- 
ally sealed  in  the  celluiar  formation  (diatomaceous  earth). 

McCaskey  Steel  Safe  makers  were  the  first  to  introduce 
diatomaceous  earth  (or  kieselguhr).  This  crushed  earth  in 
diatom  form  is  mixed  with  a cement  binder  and  many  of  th^. 


McCASKEY  FIRE  PROTECTION 


cells  are  hermetically  sealed,  holding  moisture  in  the  cells, 
a moisture  given  off  to  protect  the  contents  of  the  safes  when 
it  is  exposed  to  excessive  heat  temperatures. 

(Diatomaceous  earth  or  kieselguhr  — an  earthly  de- 
posit of  sediment  in  water  — • including  a fine  siliceous 
powder  made  up  largely  or  wholly  of  the  remains  of 
diatoms.  The  diatoms  are  unicellular  plants  of  micro- 
scopic size  remarkable  for  the  silified  cell  wall  which 
remains  as  a skeleton  cell  after  the  death  of  the  organ- 
ism forming  kieselguhr  or  diatomaceous  earth.) 

Elements  going  into  the  makeup  of  McCaskey  insulation 
are  mixed  dry,  each  element  carefully  weighed  out.  Next 
water  is  added  to  the  proper  weight  to  make  the  mold.  After 
the  preparation  sets  heat  treatment  is  given  in  specially  de- 
signed ovens  until  all  moisture  liable  to  evaporate  is  dried 
out.  Safes  are  weighed  in  and  out  of  the  ovens  as  often  as 
necessary  to  get  the  insulation  down  to  a point  where  a guar- 
antee can  be  given  to  constancy  in  keeping  with  atmospheric 
pressure. 

This  is  a good  point  at  which  to  make  some  insulation 
observations  and  comparisons. 

Many  of  the  so-called  new  methods  of  providing  insulation 
today  are  only  renewed  efforts  to  bring  into  play  materials 
used  in  insulation  experiments  of  early  days  of  safe  building. 
Safe  manufacturers  cannot  get  away  from  the  fact  that  every- 
thing reacts  to  nature,  and  that  whether  insulation  is  called 
wet,  or  dry,  or  otherwise,  it  must  withstand  and  react  to  atmos- 
pheric conditions. 

McCaskey  Steel  Safe  makers  were  the  first  to  temper  in- 
sulation with  heat  treatment.  The  first  oven  in  which  this 
was  done  still  stands.  One  safe  maker  got  the  idea  from  them 
and  followed  in  use  of  heat  treatment. 

McCaskey  Steel  Safe  insulation,  today,  is  neither  wet  nor 
dry,  but  is  tempered  by  a moisture  evaporation  process.  It  is 
not  an  experiment  — its  basic  principles  have  remained  the 
same  for  fifteen  years.  The  tempering  makes  the  insulation 
equalize  hot  or  cold,  humid  or  dry  atmospheric  conditions.  We 
are  enabled  to  place  a guarantee  of  consistency  in  weight  as 
proof  positive  of  this  on  the  inside  door  of  every  McCaskey 
Steel  Safe: 

This  safe  is  guaranteed  by  the  manufacturer  to  be  con- 
stant in  weight  within  3 per  cent,  and  to  preserve  its 
contents  in  the  Underwriters'  Standard  B Test  at  any 
time. 

The  question  might  be  raised  as  to  why  the  cabinet  type 
safe  makers  could  not  adopt  a light  weight  insulation  and 
retain  more  than  ever  their  weight  advantage.  The  answer  is 
decisive  — their  effort  to  gain  strength  has  resulted  in  the 
building  of  a heavy,  dense,  insulation,  reinforced  within  the 
mold  with  rods  and  metal  lath  or  rods  and  mesh  or  chicken 
wire. 

One  cabinet  type  safe  carries  an  all-mineral  insulation, 
and  the  cellular  formation  known  as  diatomaceous  earth,  as 
does  the  McCaskey  Steel  Safe.  Heat  treatment  is  somewhat 


229 


McCASKEY  FIRE  PROTECTION 


different,  yet  each  accomplishes  its  task  in  obtaining  a high 
heat  resistance. 

Insulation  in  one  cabinet  type  safe  is  baked  for  days  and 
the  makers  of  this  safe  boast  a bone  dry  insulation.  However, 
these  safes  in  the  field  take  on  weight  and  that  weight  can 
be  nothing  other  than  water.  This  is  but  a reiteration  of  the 
statement  made  by  safe  engineers  from  plain  experience  that 
everything  reacts  to  nature,  and  a so-called  bone  dry  insula- 
tion takes  on  water  according  to  its  porousness  or  absorbing 
properties. 

It  is  because  of  the  use  of  gypsum  (plaster  of  Paris)  in 
these  types  of  safes  that  the  insulation  is  heavier  than  used 
in  the  McCaskey  Steel  Safe.  Gypsum  strengthens  the  mold 
and  is  intended  to  give  cabinet  type  safes  additional  strength 
to  offset  the  steel  frame  structure  that  marks  the  steel  safe 
type. 

One  safe  maker  inserts  pans  of  Glauber  salts  on  the  in- 
side of  the  outer  shell  to  take  up  moisture  to  aid  in  holding 
off  heat. 

The  record  of  this  manufacturer  is  that  of  having  more 
trouble  with  corrosion  than  any  of  the  standard  safe  manu- 
facturers in  the  business.  They  admit  having  exchanged  $284,- 
000  of  safes  of  one  particular  type  over  a certain  period. 

Whether  or  not  insulation  is  wet  or  dry  is  not  important. 
Any  insulation  is  at  first  a laboratory  development.  Insula- 
tion is  tested  in  the  laboratory  to  prove: 

Its  heat  resistance  in  a safe. 

Its  constancy  in  volume  under  heat. 

Its  strength. 

Its  moisture  holding  qualities. 

Laboratories,  however,  fail  to  prove  the  service  insula- 
tion will  render  in  time.  They  cannot  authoritatively  answer 
this:  Will  it  be  affected  by  changing  atmospheric  conditions? 

Will  it  disintegrate  (powder)  or  break  up? 

Will  it  attract  moisture  due  to  the  action  of  any 
of  its  ingredients? 

Will  it  hold  its  moisture  permanently? 

The  answer  to  these  questions  lies  in  time  and  experience, 
not  in  laboratory  tests.  No  laboratory  can  correctly  answer 
any  of  these  questions.  The  merits  of  the  McCaskey  cellular 
insulation  have  been  proved.  It  is  not  an  experiment.  Its 
basic  principles  have  remained  the  same  for  15  years. 

As  has  been  mentioned  other  safe  manufacturers  have 
used  reinforcement  in  the  insulation  together  with  the  dense 
compactness  of  gypsum  as  a binder.  This  kind  of  reinforcing 
is  necessary  to  hold  the  mold  together  during  the  manufactur- 
ing process  in  the  first  place.  In  the  second,  the  rods  have  no 
connection  with  the  frame  or  walls  of  the  safe  and  do  not 
accept  any  of  the  torsional  strain  as  is  the  case  v/ith  the  stay 
rods  of  the  McCaskey.  In  addition  to  the  stav  rods  the  ‘‘L’' 
channels  are  welded  to  the  inner  shell  of  the  McCaskey  and 
reinforce  the  insulation  in  that  manner. 

In  crushing  falls  and  blows  from  falling  girders  and  the 
230 


McCASKEY  FIRE  PROTECTION 


like,  the  cabinet  type  safe  with  the  metal  lath  or  mesh  wire 
faces  a possible  shearing  of  the  insulation  mold  and  conse- 
quent dangers  of  heat  getting  in. 

Other  points  of  difference  in  safes  include  differences  in 
the  manner  torsional  strain  is  distributed,  the  compound  door 
of  the  safe,  the  spring  in  the  locking  heel  of  the  door,  the 
square  step  door  joint  of  the  old  or  rebuilt  iron  safe,  the  in- 
ner door,  etc. 

The  chart  illustrations  present  clearly  the  differences  in 
safes  when  it  comes  to  distributing  the  torsional  strain  under 
falls  and  crushing  blows.  (See  pages  237-239). 

The  sketches  show  how  the  reinforcing  side  and  rear  bars 
of  old  line  safes  divide  the  torsional  strain,  how  the  cabinet 
type  safes  place  the  entire  strain  on  the  frame  without  any 
support;  and  how  the  stay  rods  of  the  McCaskey  are  inserted 
at  frequent  intervals  to  tie  the  frames  and  establish  greatly 
increased  distribution  of  the  strain. 

One  cabinet  type  safe  maker  builds  into  his  a 
double  door.  A strip  of  wood  insulates  this  door  by  separat- 
ing the  inner  section  from  the  outer.  The  most  severe  fault 
with  this  arrangement  lies  in  the  fact  that  the  edge  of  the 
inner  section  on  the  inside  is  the  tongue  of  the  tongue  and 
groove  fitting  and  that  but  four  metal  clips  hold  the  inner 
section  to  the  outer.  In  case  of  strain  at  the  time  of  a fall  or 
crushing  blow,  the  door  is  in  danger  of  giving  v^Aay.  The  idea 
is  fine  for  a fire  test,  but  exceptionally  weak  as  a strength 
giving  feature. 

One  good  steel  safe  is  burdened  with  weight.  Its  newest 
feature  is  the  introduction  of  a spring  in  the  groove  of  the 
door  jamb  into  which  the  tongue  of  the  door  locks.  The  pur- 
pose is  to  make  the  door  joint  tight.  The  idea  has  not  been 
in  use  long  enough  to  prove  either  its  advantage  or  disadvan- 
tage. Experience  with  springs,  however,  forces  one  to  recog- 
nition of  the  fact  that  loss  of  tension  will  in  time  result  and 
leave  a wider  opening  for  radiant  heat  to  travel  in  entering 
than  were  the  spring  omitted  entirely. 

Door  joints  are  features  to  be  treated  with  genuine  con- 
sideration. The  old  iron  safes,  or  rebuilt  safes,  which  will  be 
found  in  many  stores  throughout  the  country,  will  be  recog- 
nized by  their  straight  step  door  joints.  These  offer  too  few 
heat  baffles  and  are  not  safe  fire  risks.  On  many  of  the 
cheaper  safes  built  today  there  is  an  interlocking  flange  but 
the  flanges  are  round  and  fit  into  round  grooves.  It  is  much 
easier  for  the  heat  to  travel  a round  course  than  a square  one, 
such  as  the  McCaskey  interlocking  door  joint  provides. 

Excellent  example  of  the  difference  between  the  principle 
of  a square  and  a round  interlocking  joint  is  illustrated  by  the 
radiator  through  which  heat  pounds  loudly  and  the  one 
through  which  it  travels  less  noisily.  Where  the  heat  strikes 
a series  of  square  corners  as  it  does  in  the  baffling,  squared, 
tongue  and  groove  fitting,  it  is  slowed  up.  The  steam  in  the 
radiator  has  difficulty  in  making  the  turns,  and  pounds  noisily. 
Where  a moderated,  curved  turn  is  provided  in  the  radiator, 
the  steam  finds  its  way  around  more  easily  — the  same  is  true 
of  radiant  heat  entering  a safe. 

Other  old  line  manufacturers  point  to  their  inner  doors. 


231 


McCASKEY  FIRE  PROTECTION 


The  inner  door  is  nothing  more  than  an  answer  to  the  inabil- 
ity to  make  a tight  fitting  door  to  the  safe  with  castings,  and 
these  manufacturers  are  using  cast  iron  frames  and  jambs. 
None  of  the  modern  steel  safes,  with  steel  frames  and  jambs 
have  inner  doors.  They  are  not  necessary  to  them  and  the  Un- 
derwriters’ Laboratories  will  give  no  recognition  to  safes 
tested  with  inner  doors.  The  reason  for  this  is  that  the  inner 
doors  can  be  detached  and  removed  by  the  safe  owner,  the 
safes  then  becoming  less  heat  resisting  than  when  tested  and 
giving  the  label  a false  bottom  to  stand  on. 

After  studying  for  a minute  the  matter  of  burglary  pro- 
tection we  will  sum  up  the  matter  of  strength  of  the  McCas- 
key  Steel  Safe  and  its  general  relation  to  competition,  with 
some  observations  on  the  competition  it  is  expected  our  or- 
ganization will  face. 

THE  McCASKEY  SAFE  AND  BURGLAR  PROTECTION 

We  have  said  that  before  efficiency  developed  in  business 
and  the  need  for  fire  protection  of  records  took  such  a strong 
hold  on  business  men,  that  safes  were  sold  as  much  for  burglar 
protection  as  for  fire  protection.  That  was  very  much  a fact. 
The  point  was  brought  out  that  the  old  iron  safes  gave  a fair 
measure  of  burglar  protection  but  that  when  the  yegg  became 
wise  enough  to  blow  the  doors  by  cracking  the  castings,  he 
made  entrance  to  them  more  and  more  easily. 

With  the  advent  of  the  cabinet  type  safe  and  the  steel  safe 
a new  era  was  opened  up.  The  yegg  was  up  against  a different 
proposition.  He  found  that  blowing  steel  was  different,  that 
it  did  not  crack  like  cast  iron.  He  had  to  learn  new  methods. 
At  the  same  time  he  faced  improved  lock  and  bolt  work  de- 
velopments. 

But  the  lighter  cabinet  type  safes,  built  primarily  to  give 
fire  protection  to  business  records,  did  not  fool  the  yegg  for 
long.  He  found  out  how  to  drill  through,  disengage  the  lock, 
or  force  the  bolt  work  and  get  in.  He  learned  that  the  light 
steel  door  plates  could  be  ripped  off  and  then  burglary  again 
became  a hazard  of  serious  proportions  and  insurance  rates  on 
burglary  insurance  began  to  rise. 

Those  who  have  slowly  dropped  out  of  the  safe  field,  more 
particularly  the  makers  of  cabinet  type  safes,  found  themselves 
face  to  face  with  a renewal  of  burglar  hazards  severely  diffi- 
cult to  combat.  Too  many  of  their  safes  were  too  easily 
picked  and  unsafe.  Burglary,  indeed,  has  again  returned  to 
be  a concern,  probably  as  much  through  the  ease  with  which 
these  lighter  cabinet  type  safes  are  entered,  and  to  an  extent 
that  is  a greater  risk  than  fire.  This  is  considered  especially 
true  in  the  case  of  the  safe  market  to  be  covered  by  the 
McCaskey  organization,  the  retail  merchant. 

Burglary  insurance  rates  have  increased  materially  in  the 
last  ten  to  twelve  years.  As  recently  as  February  13,  1928 
some  of  the  policies  requiring  high  rates  have  been  withdrawn 
entirely  because  of  the  insufficiency  of  the  protection  given 
by  equipment  on  which  the  rates  of  the  policies  were  based. 
There  is  no  rate  in  casualty  insurance  that  has  increased  like 
burglar  insurance  rates  according  to  authorities.  Many  com- 
panies are  said  to  be  refusing  to  write  such  insurance  where 
the  only  protection  provided  is  that  of  cabinet  type  safes. 


232 


McCASKEY  FIRE  iVUO'J'l'FrriEN 


Unquestionabiy  the  trend  in  safe  building  must  be  to 
meet  modern  conditions  and  the  demands  of  the  public.  Safe 
owners  are  bound  to  keep  articles  of  transferable  value  in 
their  safes  and  keep  them  there  for  protection.  Safes  built 
today  should  be  built  to  cover  the  increased  burglary  hazard 
as  well  as  fire  hazards.  The  safe  sold  to  the  store  when  the 
menace  of  the  yegg  is  always  impending  should  be  a safe 
granting  the  maximum  of  resistance  to  burglary. 

This  need  develops  the  reason  why  the  McCaskey  Register 
Company  has  turned  to  the  steel  safe  to  grant  its  system  and 
safe  buyers  the  best  known  protection  from  the  standpoint  of 
burglary.  Every  known  inbuilt  device  for  giving  resistance 
to  burglary  is  found  in  the  new  McCaskey  Steel  Safe.  These 
devices  include  two  drill  proof  plates  to  eliminate  the  danger 
of  drilling  into  the  lock  — a weak  link  to  prevent  the  forcing 
of  the  handle  — pan  suspension  to  prevent  drilling  the  lock 
out  of  position  — trigger  guard  to  prevent  drilling  the  lock 
through  and  disengaging  the  lock  nose — heavy  door  plate  to 
prevent  any  punching  or  stripping  of  the  door  plate  — steel 
frames  and  jambs  which  prevent  successful  application  of  the 
use  of  explosives. 

Eet  us  now  find  out  the  manner  in  which  entrance  to  safes 
is  attempted  and  how  these  factors  in  the  McCaskey  Steel 
Safe  block  the  attempt.  Also  we  will  study  the  Underwrit- 
ers’ T-20  label  and  learn  through  what  methods  experienced 
safe  and  lock  engineers  attempt  to  force  an  entrance  into 
safes  submitted  to  them  for  tests. 

The  yegg’s  first  step  is  to  knock  off  the  dial  and  attempt 
to  drive  the  spindle  through.  When  he  attempts  this  with  a 
McCaskey  Steel  Safe,  the  rear  plate  of  the  bronze  lock  case 
cover  which  is  grooved  to  help  him  accomplish  his  purpose, 
is  folded  back  and  the  spindle  allowed  to  come  through.  How- 
ever, in  doing  this  he  releases  a trigger  guard  and  locks  the 
bolt  or  nose  of  the  lock  into  the  cam  of  the  bolt  work. 

The  next  step  or  associated  step  with  the  first  might  be 
to  drive  the  lock  out.  A post  holding  the  back  of  the  lock  pan 
to  the  front  of  the  door  pulls  out  and  leaves  the  lock  pan  sus- 
pended in  such  a way  that  it  cannot  be  readily  driven  out. 

With  the  spindle  knocked  through  and  the  lock  suspended, 
the  next  natural  step  is  to  force  the  door  handle  in  an  effort 
to  release  the  bolt  work.  A safety  screw  of  soft  metal  in  the 
washer  to  the  cam  of  the  bolt  work  is  sheared  off  so  that  the 
handle  becomes  at  once  loose  and  useless. 

Of  course  all  of  these  mechanical  efforts  to  open  the  door 
are  employed  by  the  engineers  of  the  Underwriters’  Eabora- 
tories  in  testing  for  the  T-20  Burglar  label. 

‘H"-20”  stands  for  “Time  20  minutes.”  Twenty  minutes  are 
allotted  two  men  to  get  into  the  safe  submitted,  by  any  one 
means  at  any  one  given  attempt.  They  can  make  as  many  a~ 
tempts  as  they  desire.  However,  in  case  damage  done  in  one 
attempt  aids  with  the  prosecution  of  a second  attempt,  either 
the  time  taken  to  complete  that  damage  is  taken  from  the 
twenty  minutes  or  a new  sample  must  be  submitted  to  make 
possible  the  second  attempt.  The  tests  are  confined  to  me- 
chanical means.  Neither  explosives  nor  torches  are  consid- 
ered. 


233 


McCASKEY  FIRE  PROTECTION 


Another  important  consideration  regarding  the  tests  is 
that  the  experts  who  are  to  make  the  attempt  to  enter  the 
safe  have  previous  access  to  the  safe,  the  blue  prints  of  it  and 
answers  to  any  questions  submitted  to  the  manufacturers, 
etc.,  until  they  understand  thoroughly  the  safe  submitted  and 
have  an  idea  as  to  its  weaker  and  stronger  points. 

According  to  our  engineers  who  have  witnessed  tests  of 
safes  for  the  T-20  label  for  the  last  seven  or  eight  years,  fol- 
lowing is  a list  of  the  main  tools  assembled  for  use  in  the 
tests : 

Two  heavy  6 foot  pry  bars  — 

Two  electrical  drills,  one  so  powerful  that  it 
takes  two  men  to  handle  it  — 

Hammers  and  sledges  — 

Chisels  and  wedges  — 

And  any  special  small  tools  they  may  have  to 
use  in  an  effort  to  pick  the  lock. 

Use  of  torches  is  not  considered  by  the  Underwriters  be- 
cause their  use  presupposes  an  exceptional  outlay  of  equip- 
ment on  the  part  of  the  yegg,  equipment  that  cannot  be  prof- 
itably left  on  the  job,  and  most  generally  the  equipment  used 
in  opening  a safe  is  left  on  the  job.  Also  this  unusual  means 
of  entrance  to  safes  is  represented  as  the  method  of  true  ex- 
perts, well  versed  in  their  line,  and  whose  powers  are  far  be- 
yond those  of  the  average  burglar. 

The  first  attempt  made  by  the  Underwriters’  experts  is 
usually  the  method  believed  easiest  after  several  different 
methods  of  attack  have  been  planned.  If  at  the  end  of  20 
minutes  they  have  not  forced  entry,  they  abandon  that  effort 
and  try  another.  Where  the  time  taken  in  one  method  will 
aid  in  the  next,  the  time  taken  to  complete  the  move  in  the 
first  is  considered  part  of  the  20  minutes  to  be  allotted  to  the 
second  attempt.  This  applies  to  the  action  of  knocking  off 
the  dial  and  forcing  the  spindle  through,  etc. 

The  stripping  of  the  door  plates  is  considered  generally 
to  be  the  easiest  way  to  force  entry  to  a safe.  This  method 
has  been  so  readily  successful  with  the  light  door  plates  of 
cabinet  type  safes,  etc.,  where  18  and  20  gauge  metal  is  used 
in  the  door  plates. 

In  moving  to  strip  the  door  plate,  a hole  of  about  one- 
half  an  inch  is  drilled  in  the  upper  left  hand  corner  of  the 
door.  The  next  step  is  to  chop  through  to  the  edge  of  the 
plate  and  chisel  the  corner  of  the  plate  loose,  or  wedge  it 
and  then  climb  on  top  of  the  safe  and  with  a crow-bar  or  pry 
bar  force  the  plate  off,  ripping  rivets,  etc.,  until  it  is  removed 
to  the  point  where  the  insulation  can  be  knocked  out  and  the 
bolt  work  disengaged  so  that  the  door  will  open. 

The  10  gauge  steel  door  plates  of  the  McCaskey  Steel 
Safes  are  welded  to  the  door  frames  and  are  extremely  diffi- 
cult to  strip.  Stripping  from  the  top  corner  becomes  more 
and  more  difficult  because  of  the  lesser  leverage  gained  as 
the  section  to  be  ripped  gets  farther  from  the  top  of  the  safe. 
Thus  with  the  heavier  plates  of  the  McCaskey,  welded  instead 
of  riveted  to  the  frame,  stripping  is  almost  a hopeless  task. 

The  Underwriters  do  not  attempt  any  other  means  of  en- 
try of  a safe  except  through  the  door.  Seldom  do  burglars. 


234 


MeCASKF.Y  FI  FIE  TROT  ICFTTDN 


In  the  cabinet  type  of  safe  it  is  easy  to  chop  holes  in  the 
lighter  steel  plates  and  in  the  insulation.  Also  it  is  more  easy 
to  drive  the  lock  through  and  get  to  the  bolt  work.  Accord- 
ing to  engineers  a cabinet  type  safe  can  be  entered  in  about 
1/4  the  time  required  to  enter  a steel  safe. 

Explosives  are  not  used  in  the  entering  of  modern  safes 
nor  are  they  considered  in  laboratory  tests.  Steel  bends  and 
bulges  but  does  not  crack  open  like  the  iron  castings  of  old 
days.  In  fact  the  danger  of  ruining  the  contents  of  the  safe  is 
too  great. 

Another  point  of  real  value  lies  in  the  lock  on  the  McCas- 
key  Steel  Safe.  It  is  a Sargent  and  Greenleaf,  key  change, 
three  tumbler  patented  lock  and  is  the  only  lock  acceptable  to 
the  Treasury  Department  of  the  Federal  Government. 

To  sum  up  the  matter  of  burglary  protection  — burglars 
use  time  and  tools  to  get  into  safes.  With  the  experience  of 
steel  safes  of  the  McCaskey  Steel  Safe  type  to  draw  on,  hun- 
dreds of  cases  of  attempted  safe  entry,  it  can  be  stated  that 
the  exceptional  number  of  inbuilt  devices  in  such  safes  are 
truly  successful  in  forbidding  entry.  In  most  cases,  where  ex- 
perts are  called  to  open  the  safes,  the  next  day,  with  the  dial 
off  the  spindle  knocked  through  and  often  times  the  handle 
off  and  the  door  partially  stripped,  it  has  taken  five  and  six 
hours  to  get  in  with  the  aid  of  torches,  broad  daylight  and 
unhurried,  legitimate,  expert  efforts. 

The  reason  for  the  twenty-minute  proposition  is  that  the 
Underwriters  are  willing  to  sell  burglary  insurance  at  a 20% 
reduced  rate  where  the  protection  that  will  not  admit  a bur- 
glar during  a twenty  minute  period  or  more  is  assured  by  pass- 
ing the  tests.  Where  large  sums  of  money,  payrolls,  etc.,  are 
kept  in  safes,  this  reduction  in  rate  of  burglary  insurance  alone 
is  able  to  completely  pay  for  the  safe  in  a short  period  of 
time. 

A Summary  — McCaskey  Competition 

To  come  to  a conclusion:  the  modern  descendent  of  the 
old  line  safe  offers  certain  outstanding  advantages  and  the 
cabinet  type  safe  offers  certain  outstanding  advantages.  Both 
are  aiming  at  the  same  thing,  the  meeting  of  the  needs  of  mod- 
ern business.  They  line  up  somewhat  in  this  manner : 


OLD  LINE  SAFES 
Greater  Strength  of  Structure 
Burglar  Resistance 
Moisture  Generating  Insula- 
tion 


CABINET  TYPE  SAFES 
High  Heat  Resistance 
Capacity  of  Interior 
Convenience  of  Interior 
Light  Weight  & Portability 


The  McCaskey  Steel  Sale  Combines  Them  All 

Strength  oi  Structure  — in  angular  frames,  stay  rods,  heavy 
steel  door  plate,  etc. 

Burglar  Resistance  --  with  every  known  inbuilt  device  — drill 
proof  plates,  a weak  link,  pan  suspension,  trigger 
guard,  heavy  door  plate,  steel  frames  and  jambs  (hold- 
ing T-20  LTiiderwriters’  label). 

Moisture  Generating  Insulation  — cellular,  all-mineral  insu- 
lation. 

High  Heat  Resistance  — holding  Underwriters^  Label. 

Capacity  of  Interior  - — in  keeping  with  every  need. 

Convenience  of  Interior  — vv^ide  range  of  unit  equipment. 

Light  V/ eight  and  portability. 


235 


MeCASKEY  i'iRE  PilOTECTI(.)N 


Because  of  this  combination  of  the  strong  points  present- 
ed by  all  modern  safes,  the  McCaskey  Steel  Safe  is  powerfully 
able  to  meet  modern  safe  competition.  Some  details  of  struc- 
ture have  been  mentioned;  some  details  of  competitive  struc- 
tures. However,  the  lineup  of  points  on  which  safes  are  act- 
ually sold  to  give  the  service  as  well  as  the  protection  desired, 
can  be  used  without  mention  of  competitive  weaknesses  in 
many  instances,  simply  a use  of  points  of  competitive  strength 
with  the  additional  points  of  McCaskey  Steel  Safe  strength. 

Perhaps  no  safe  in  the  safe  industry  is  so  able  in  point- 
ing to  a record.  More  than  60,000  McCaskey  type  steel  safes  in 
use  and  but  two  failures  — one  of  these  occurred  in  'December 
1925  when  for  80  hrs.  a flame  fed  by  a 4 inch  gas  main  breath- 
ed upon  the  corner  of  a steel  safe  (at  Council  Bluffs,  Iowa,) 
and  melted  the  steel  shell,  disintegrated  the  insulation,  etc. 
A temperature  of  2500  degrees  is  necessary  to  melting  the 
steel  shell,  and  no  safe  is  built  to  last  80  hours  through  a torch 
attack  of  this  intensity. 

Truly  here  is  a marvelous  record  of  fireproof  safe  reli- 
ability. VTews  of  safes  with  fire  experience  so  often  illustrate 
why  they  have  given  protection  or  why  they  have  failed,  tell 
their  story  at  one  glance  — a squared  undamaged  frame  and 
door  jaml)  — - or  a giving  way  because  the  door  structure  could 
not  withstand  the  falls  or  blows  forced  upon  it  and  failure  be- 
cause radiant  heat  got  in. 

Where  insulation  is  of  the  all  mineral  type,  it  does  not 
seem  to  matter  according  to  information  gained,  whether  the 
insulation  be  wet  or  dry,  the  failure  of  the  safe  is  not  going 
to  be  a failure  of  insulation,  but  a failure  of  structural 
strength,  of  the  door  and  door  joint  in  the  hazardous  fire  ex- 
perience faced. 

The  Underwriters’  tests  of  steel  safes  of  the  McCaskey 
type  brought  out  some  rather  conclusive  information  on  this 
point  when  the  temperature  within  the  walls  as  well  as  the 
temperatures  within  the  interior  and  on  the  outside  were  re- 
corded. 

The  following  table  shows  that  the  temperature  within  the 
walls  never  reached  the  temperature  of  the  interior,  that  the 
interior  heat  must  have  got  there  by  radiation  or  conduc- 
tion through  the  door  joint: 

Heat  Interior  Temp.  In 

Tests  Time  of  Test  Temp.  Temp.  Safe  Wall 

A.  Label  7 hrs.  to  beyond  220()d  Approx.  260d  Approxe.  220d 
B Label  3 hrs.  to  beyond  1950d  Approx.  280d  Approx.  220d 
B Label  2 hrs.  to  beyond  1850d  Approx.  2/Od  Approx.  212d 

The  conclusion  to  be  drawn  is  that  modern  types  of  insu^ 
lation,  of  a sufficient  value  to  pass  the  heat  tests,  and  which 
have  not  a vegetable  matter  within  them  to  deteriorate  in  time, 
will  do  their  job  IF  THE  STRUCTURE  OF  THE  SAFE  IS 
STRONG  ENOUGH  TO  TAKE  THE  PUNISHMENT  OF 
FALLS  AND  CRUSHING  BLOWS  FROM  FALLING 
DEBRIS. 

Where  a customer  has  some  information  on  safes  and  un- 
derstands in  part  what  the  situation  is  as  regards  his  needs. 


236 


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237 


McCASKEY  FIRE  PROTECTION 


the  seller  of  a McCaskey  Steel  Safe  can  proceed  most  profit- 
ably by  learning  of  the  points  which  have  impressed  the  pros- 
pect in  other  safes  considered.  It  is  then  but  a constructive 
selling  job  to  admit  points  of  real  advantage,  show  where  the 
McCaskey  Steel  Safe  extends  the  same  advantage  and  then 
present  the  ^additional  all-around  advantages  of  the  McCask../ 
product. 

McCaskey  safe  competition  is  expected  to  be  largely  in 
the  old  iron  safe  that  has  been  sitting  a long  time  in  its 
corner  or  the  newer  lines  of  cheap  iron  or  steel  safes  — not 
the  modern  leaders  in  either  the  cabinet  type  or  steel  safe 
type.  These  iron  safes  do  not  bear  the  Underwriters’  label. 
They  are  easily  recognizable  by  their  heavy  cast  iron  doors 
and  jambs,  by  their  old  step  door  joints,  etc. 

The  cheap  iron  or  steel  safes  or  the  rebuilts  which  are 
widely  scattered  have  either  the  plain  step  joints  or  a round 
flange  door  joint.  The  difference  between  the  interlocking 
squared  tongue  and  groove  fitting  and  the  round  flange  that 
fits  into  the  rounded  groove  has  already  been  explained. 

The  cheap  safes  without  the  Underwriters’  label  for  heat 
resistance  and  the  old  iron  safe  of  the  cast  iron  age  in  safes 
are  unknown  quantities.  They  cannot  be  depended  upon.  They 
are  not  modern  fireproof  protection,  nor  burglar  protection. 

In  meeting  competition,  with  the  label,  structural  strength 
is  the  additional  power  which  McCaskey  Steel  Safes  offer.  In 
meeting  competition  without  the  label,  unknown  heat  resist- 
ance is  to  be  pitted  against  the  label  that  guarantees  a known 
resistance  of  high  degrees  as  well  as  structural  strength  and  a 
known  record  against  unknown  strength  and  an  unknown  rec- 
ord. 


Trouble  with  sagging  or  uneven  floors  is  common  with 
safes,  generally;  more  so  with  cabinet  types  than  others  be- 
cause of  lack  of  strength  to  help  hold  the  square  of  the  safe 
as  the  angular  steel  frames  do  for  the  McCaskey  Steel  Safe. 
Uoose  doors  are  also  common  with  cabinet  type  safes.  This 
difficulty  more  often  is  the  fault  of  light  strap  hinges.  McCas- 
key Steel  Safes  have  malleable  iron  hinges. 

In  the  final  analysis,  the  question  to  drive  home  to  the 
man  who  has  not  safe  protection,  or  who  has  unfit  safe  equip- 
ment, is  “HAVE  YOU  (OR  DO  YOU  NOT  WANT)  A SAFE 
THAT  IS  BUILT  STRONG?”  Fires  are  all  too  frequent, 
buildings  fall  within  an  average  of  thirty  minutes  after  a fire 
has  gained  headway  and  when  buildings  crash  strength  of 
structure  is  the  ally  of  heat  resistance  and  unless  the  door 
joint  holds  without  bulging,  warping,  cracking  or  weakening, 
regardless  of  where  or  how  falls  are  taken,  it  matters  not 
what  the  value  of  the  insulation. 

Hartford  gives  the  information  that  the  cost  of  settle- 
ment of  insurance  claims  in  the  United  States  at  present  is 
20%  of  the  total  amount  of  the  insurance  paid. 

For  example  — when  we  had  close  to  $600,000,000  in  fire 
losses  in  1926,  $120,000,000  of  that  were  the  costs  of  settlement 
— paid  by  the  insured.  The  fellow  with  a $10,000  loss  pays  on 
an  average  $2000.00  as  his  share  of  the  settlement  costs.  This 


238 


]MeCASKEY  FIRE  I’ROTECTION 


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239 


Flow  They  Distribute  Tortional  Strain 
The  Wrenching  of  the  Frame  Under  Stress  of  Falls  and  Crushing  Blows 


McCASKEY  FIRE  PROTECTION 


is  all  true  because  those  who  face  the  fire  disaster  do  not 
have  the  records  necessary  to  prove  their  losses  and  adjust- 
ments are  fought  vigorously  as  a protection  to  the  insurance 
companies  and  insurance  rates  established. 

The  protection  of  business  records  is  the  most  important 
question  today  in  every  business.  No  one  can  knowingly  say 
“i  will  not  have  a fire,’'  or  “This  building  will  not  burn  out." 
Phre  has  no  respect  for  such  observations  — all  kinds  of 
buildings  are  destroyed.  Each  year  some  of  the  most  severe 
fires  and  most  serious  losses  are  counted  in  the  country’s 
most  recently  built  fireproof  buildings. 

On  the  basis  of  fire  experience  through  17  years  of  steei 
safe  building,  the  type  of  safe  and  the  structure  of  safe  which 
is  represented  in  the  new  McCaskey  Steel  Safe  presents  to 
McCaskey  Register  Company  customers  what  we  believe  to  be 
undeniably  the  closest  approach  to  fireproof  construction  in 
a safe  and  burglar  proof  construction  in  a safe  designed  to 
give  fire  protection. 

McCASKEY  CREDIT  ACCOUNT  INSURANCE 

In  the  McCaskey  Credit  Systems'  giving  fire  protection 
the  McCaskey  Register  Company  is  offering  the  merchant  real 
insurance  on  his  accounts.  It  is  said  that  experience  has  add- 
ed to  scientific  knowledge  the  unanswerable  argument  that, 
when  protection  is  needed,  the  best  is  not  too  good.  The 
McCskey  Systems  provide  a protection  which  becomes  insur- 
ance to  accounts.  However,  the  strongest  answer  to  the  ques- 
tion, “What  can  I do  to  insure  the  safe  protection  of  my  rec- 
ords," lies  in  the  following^  reference  to  the  McCaskey  Sys- 
tems bearing  the  label  of  the  Underwriters’  Laboratories : 

“The  McCaskey  provides  certified  protection  twenty-four 
hours  a day.  Collapsing  floors  and  falling  walls,  intense  heat, 
streams  of  water  and  chemicals — all  can  be  dismissed  as  prac- 
tically negligible  dangers  for  records  under  McCaskey  protec- 
tion." 

As  fire  protection  to  accounts  takes  the  form  of  insurance 
against  loss  due  to  fire,  the  expense  of  the  McCaskey  Systems 
giving  fire  protection  becomes  the  item  of  most  importance 
for  a merchant  to  consider.  A merchant  does  not  figure  the 
cost  of  his  other  insurance  policies  over  a period  of  years  in  a 
lump  sum,  but  on  the  basis  of  annual  payments  or  premiums. 
He  pa3^s  a certain  sum  for  each  $100.00  worth  of  stock  he  in- 
sures. That  amount  might  range  anywhere  from  25c  or  50c  per 
hundred  to  as  high  as  $3.00  or  $3.50  per  hundred  each  year.  Con- 
sequently, it  is  only  reasonable  in  considering  the  purchase 
of  fire  protection  for  accounts  to  determine  the  cost  per  year 
over  a period  of  years.  Not  only  does  this  form  a truer  basis 
on  which  to  base  his  ability  to  buy,  but  it  grants  a very  clear 
comparison  of  McCaskey  costs  for  account  insurance  with  the 
insurance  companies’  costs  for  insurance  or  merchandise. 

Tables  are  included  here  (see  pages  243-247-248)  wh'ch 
make  it  a matter  of  a moment  to  figure  the  expense  of  a 
McCaskey  System  giving  fire  protection,  and  to  figure  cost  of 
insurance  on  stock.  These  tables  make  possible  the  valuable 
comparison  mentioned  above. 

Twenty  years  is  the  period  of  time  used  in  the  Expense 
Table  as  the  base  for  figuring  the  expense  of  a McCaskey  Sys- 

240 


McCASKEY  FIRE  PROTECTION 


tcm.  Though  the  products  will  give  equally  effective  protec- 
tion and  service  over  a much  longer  time,  the  twenty  year 
stretch  is  most  practical  for  consideration  of  the  system’s 
value  to  an  individual  business. 

The  approximate  price  figures  range  from  $200.00  to  $800.00 
which  is  more  than  the  cost  of  the  highest  priced  single  credit 
system  unit  the  company  lists.  In  the  first  column  is  the  price 
figure;  in  the  second  column  the  expense  per  year  figure 
(i-20th  of  the  listed  price)  ; in  the  third  column  the  expense 
per  month  figure  (l--12th  the  expense  per  year)  ; and  in  the 
fourth  column  the  expense  per  day  figure  (l-30th  the  expense 
per  month).  In  presenting  the  insurance  angle  the  expense 
per  year  is  all  that  is  really  important,  however,  the  expense 
per  month  and  the  expense  per  day  break  the  cost  down  so  re- 
markably that  it  becomes  a powerful  selling  point  from  the 
angle  of  system  advantages  at  low  cost. 

In  the  case  of  a merchant  who  is  a prospect  for  a McCas- 
key  System  on  which  the  selling  price  is  approximately  $450.00 
the  table  presents  the  $450.00  as  the  figure  and  shows  in  the 
succeeding  columns  that  the  McCaskey  System  will  cost  ap- 
proximately $22.50  per  year,  $1.88  per  month,  and  6 3/10  cents 
per  day.  In  another  case  the  merchant  is  a prospect  for  a 
system  listed  in  the  price  list  at  $1050.00;  one-half  of  this 
amount  is  $525.00,  a figure  given  in  the  table.  It  is  simply 
necessary  to  double  the  figures  in  the  succeeding  columns  to 
get  the  expense  per  year,  per  month  and  per  day  figures  for 
the  $1050.00  system  or  $52.50  per  year,  $4.38  per  month,  15c  per 
day.  In  the  above  cases  the  merchants  would  be  paying  $22.50 
per  year  and  $52.50  per  year  respectively  for  their  credit  ac- 
count insurance  in  the  installation  of  the  McCaskey  Systems 
quoted. 


Turn  to  the  Insurance  Table 

Practically  all  merchants  insure  their  merchandise  and 
this  table  makes  it  easy  for  the  salesman  to  estimate  the 
amount  of  insurance  necessary  to  insure  an  amount  of  mer- 
chandise equal  in  value  to  his  outstanding  accounts.  The  value 
of  this  information  will  appear  below. 

In  the  extreme  left  hand  column  are  listed  31  rates  cover- 
ing a range  from  25c  per  $100.00  to  $3.50  per  $100.00  for  insur- 
ance on  stock  or  merchandise  per  year.  The  headings  above 
each  column  represent  the  amount  or  value  of  stock  or  mer- 
chandise insured  from  $1000.00  to  $50,000.00  at  from  $1000.00  to 
$5000.00  and  $10,000.00  intervals.  By  locating  the  intersection 
of  a row  from  left  to  right,  (determined  by  the  rate  of  insur- 
ance paid),  with  an  up  and  down  column,  (determined  by  the 
value  or  amount  of  the  merchandise  to  be  insured)  the  table 
makes  it  a simple  matter  to  locate  the  figure  which  represents 
the  cost  of  the  insurance  per  year. 

For  illustration: 

If  the  insurance  rate  is  $1.10  per  $100.00  (a  reasonable 
rate)  and  a merchant  buys  insurance  on  $6000.00  worth 
of  merchandise,  the  insurance  will  cost  him  $66.00  per 
year. 

This  insurance  cost  is  obtained  instantly  by  locating 
the  rate  in  the  left  hand  column  and  moving  to  the  right 


241 


McCASKEY  FIRE  PROTECTION 


along  a horizontal  line  with  the  rate  wanted  until  the 
column  is  reached  which  is  headed  by  the  valuation  of 
merchandise  wanted.  The  $1.10  rate  was  found  as  the 
8th  rate  listed  from  the  top,  the  $6000.00  in  the  6th  col- 
umn to  the  right  of  the  rate  column.  The  $66.00  found 
at  the  intersection  is  the  cost  per  year  for  the  insurance 
on  $6000.00  worth  of  merchandise  at  $1.10. 

Take  a rate  not  given — $92;  in  the  insurance  table  such 
a rate  lies  between  $.87  1-2  and  $1.00.  What  would  be  the  year- 
ly cost  of  insurance  on  $15,000.00  worth  of  merchandise? 

Follow  the  $.87  1/2  line  out  to  the  $15,000  column.  The 
cost  of  the  insurance  at  $.87  1/2  would  be  $131.25;  the  cost  at 
the  next  rate  given  ($1.00)  would  be  $150.00.  Therefore  the 
cost  at  $.92  would  lie  in  between  or  approximately  $140.00 
which  is  close  enough  to  make  a very  effective  comparison 
with  the  figures  in  the  Expense  Table  on  the  expense  of  the 
McCaskey  over  the  twenty  year  period. 

The  following  example  will  reveal  the  impressive  compari- 
son which  the  use  of  the  two  tables  provides: 

You  are  making  effort  to  sell  your  prospect  a McCaskey 
account  system  at  approximately  $650.00.  The  Expense  Table 
gives  you  the  information  that  the  expense  of  the  system 
quoted  on  is  $32.50  a year. 

Your  prospect  tells  you  at  your  inquiry  that  he  pays  $1.10 
per  $100.00  for  insurance  on  his  merchandise  and  that  his  out- 
standing accounts  total  $6000.00. 

By  reference  to  the  Insurance  Table  you  learn  that  in- 
surance on  $6000.00  worth  of  merchandise  at  $1.10  is  $66.00  per 
year;  by  reference  to  the  Expense  Table  that  the  expense  of  a 
McCaskey  to  protect  his  $6000.00  outstanding  accounts  is  $32.50. 
In  other  words  he  can  obtain  insurance  for  his  accounts  by 
buying  a McCaskey  at  less  than  one-half  the  amount  he  pays 
for  insurance  on  the  same  amount  of  merchandise. 

Most  merchants  believe  heartily  in  keeping  their  mer- 
chandise insured.  They  would  not  think  of  overlooking  the 
renewal  of  their  policy  because  they  want  to  be  protected.  Yet 
the^^  have  not  been  able  to  get  insurance  on  accounts  and  they 
do  not  look  at  it  in  the  same  light.  Accounts  outstanding  are 
more  valuable  to  the  merchant  than  merchandise — they  repre- 
sent merchandise  plus  the  profit  earned. 

When  merchants  are  shown  that  they  can  obtain  insurance 
on  their  accounts  and  that  that  insurance,  regardless  of  the 
rate  (which  may  be  higher  or  lower  than  the  $1.10  in  the  ex- 
ample given)  is  possible  at  a cost  per  year  remarkably  more 
reasonable  than  what  they  are  now  paying  for  insurance  on 
merchandise,  they  cannot  fail  to  be  aroused  to  the  opportun- 
ity open  to  them  to  insure  their  accounts — their  merchandise 
plus  their  profits  for  doing  business. 

Aothing  in  the  possession  of  the  merchant  is  more  deserv- 
ing of  protection  by  insurance  than  accounts.  When  he  is  made 
to  see  this  salesmen  who  have  something  substantial  to  of- 
fer in  the  line  of  protection,  he  is  pointed  directly  to  the 
McCaskey  Account  System  installation. 

Through  the  advantage  of  the  Expense  and  Insurance 
Tables  there  is  no  figuring  to  be  done  in  preparing  and  pre- 

242 


McCASKEY  FIRE  PROTECTION 


seiiting  this  argument  for  insurance — once  the  rate  on  mer- 
chandise is  known  and  the  value  of  the  accounts  to  be  protect- 
ed is  given  by  the  merchant  the  comparison  between  the  ex- 
pense of  McCaskey  protection  and  annual  cost  of  insurance  on 
merchandise  is  quickly  and  forcibly  made. 


EXPENSE  TABLE 

Approx, 

Price 

Expense 
Per  Year 
1/20  Price 

Per  Month 
1/12  Yearly 
Expense 

Per  Day 

1/30  Monthly 
Expense 

200.00 

10.00 

.83 

02.  8/10 

215.00 

10.75 

.90 

.03 

235.00 

11.75 

.98 

.03  3/10 

250.00 

12.50 

1.04 

.03  5/10 

275.00 

13.75 

1.15 

.03  8/10 

300.00 

15.00 

1.25 

.04  2/10 

325.00 

16.25 

1.35 

.04  5/10 

350.00 

17.50 

1.46 

.04  9/10 

375.00 

18.75 

1.56 

.05  2/10 

400.00 

20.00 

1.67 

.05  6/10 

425.00 

21.25 

1.77 

.05  9/10 

450.00 

22.50 

1.88 

.06  3/10 

475.00 

23.75 

1.98 

.06  6/10 

500.00 

25.00 

2.08 

.06  9/10 

525.00 

26.25 

2.19 

.07  3/10 

550.00 

27.50 

2.29 

.07  6/10 

575.00 

28.75 

2.40 

.07  9/10 

600.00 

30.00 

2.50 

.08  3/10 

625.00 

31.25 

2.60 

.08  7/10 

650.00 

32.50 

2.71 

.09 

675.00 

33.75 

2.81 

.09  4/10 

700.00 

35.00 

2.92 

.09  7/10 

725.00 

36.25 

3.02 

.10  1/10 

750.00 

37.50 

3.13 

.10  4/10 

775.00 

38.75 

3.23 

.10  8/10 

800.00 

40.00 

3.33 

.11 

243 


McCASKEY  FIRE  PROTECTION 


CAN  YOU  ANSV/ER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  Why  do  we  say — ^‘America  is  always  on  fire?’' 

2 —  What  is  the  approximate  fire  loss  in  this  country 
annually? 

3 —  What  three  steps  must  you  take  to  prepare  your 
prospect  to  sign  a contract  for  McCaskey  fire 
protection  ? 

A — How  many  fires  occur  in  a single  year  in  the 
United  States?  How  frequently  do  they  occur? 

5 —  What  three  agencies  are  responsible  for  fire? 

6 —  Namie  12  causes  of  fire  as  a result  of  the  three  ag- 
encies given. 

7 —  Is  a fireproof  building  sure  protection  against 
fire? 

8 —  How  long  do  most  fires  require  the  actual  efforts 
of  firemen? 

9 —  What  are  some  of  the  problems  presented  in  com- 
bating commercial  fires? 

10 —  Name  two  or  three  staggering  comparisons  of 
fire  loss  with  other  economic  totals. 

11 —  What  is  the  relation  of  record  loss  to  property 
destruction  ? 

12 —  What  are  Dun’s  figures  on  concerns  unable  to  re- 
sume business  due  to  record  loss? 

13 —  Repeat  the  clause  in  insurance  policies  which 
shuts  out  accounts  and  records  from  insurance 
protection. 

14 —  List  in  order  of  importance  records  necessary  to 
collection  of  insurance  after  a fire. 

15 —  How  is  a proof  of  fire  loss  obtained?  Give  an 
example. 

16 —  What  styles  of  McCaskey  Systems  give  fire  pro- 
tection? 

17 —  Give  details  of  McCaskey  Safe  Register  construc- 
tion which  make  it  substantial  as  a fire  protection 
value. 

18 —  Name  some  severe  tests  of  Safe  Register  protec- 
tion. 

19 —  What  McCaskey  products  bear  the  labels  of  the 
Underwriters’  Laboratories? 

20 —  Picture  in  a brief  description  the  beginnings  of 
the  safe  industry. 

21 —  How  were  safes  first  built?  For  what  purpose? 


244 


McCASKEY  FIRE  PROTECTION 


22 —  What  brought  about  the  change  to  modern  safe 
construction  ? 

23 —  When  did  the  testing  of  safes  first  take  place? 

24 —  What  three  tests  are  now  given?  Describe  each. 
What  is  the  difference  between  Class  A and 
Class  B? 

25 —  What  is  the  attitude  of  insurance  companies  to 
McCaskey  safes  bearing  the  Underwriters' 
Labels  ? 

26 —  Give  the  substance  of  the  “Iron  Safe  Clause." 

27 —  Are  all  tested  safes  equivalent  as  to  fire  protec- 
tion values? 

28 —  Differentiate  between  Type  I and  Type  II  safes. 

29 —  Name  six  or  more  features  of  strength  in  McCas- 
key Steel  Safe  construction.  Describe  each. 

30 —  ^Discuss  McCaskey  Steel  Safe  insulation.  Why  is 
it  successful?  How  is  it  mixed? 

31 —  What  have  been  the  experience  of  other  safe 
builders  as  regards  insulation? 

32 —  What  is  tortional  strain?  How  does  the  McCas- 
key provide  against  damage  in  this  way?  Com- 
pare with  other  safes. 

33 —  Why  is  the  door  joint  of  a safe  important  to  pro- 
tection? Discuss  the  McCaskey  door  joint. 

34 —  How  does  the  McCaskey  Safe  meet  the  burglary 
hazard  ? 

35 —  How  does  a yegg  attack  a safe? 

36 —  What  is  the  T-20  Label  and  what  does  it  stand  for? 

37 —  How  do  the  Underwriters  test  a safe  before 
awarding  the  T-20  Label? 

38 —  What  look  does  the  McCaskey  Safe  have?  What 
is  the  significance  of  this? 

39 —  Summarize  Old  Line  Safe  and  Cabinet  Type  Safe 
advantages.  Compare  the  McCaskey  Steel  Safe. 

40 —  What  is  the  relation  between  McCaskey  protec- 
tion and  insurance? 

41 —  On  what  basis  is  the  expense  of  a McCaskey  Sys- 
tem giving  fire  protection  considered? 

42 —  Explain  the  value  of  the  Expense  Table  and  the 
Insurance  Table  in  presenting  the  McCaskey  as 
account  insurance. 

43 —  Is  McCaskey  account  insurance  a good  value  as 
compared  with  the  insurance  offered  on  merchan- 
dise? Compare  them. 


245 


McCASKEY  FIRE  PROTECTION 


TALOX  OP  AC0017NT3  CARPJZD 

Rata  Par 
$100 

$1000 

$2000 

$3000 

$4000 

$5000 

$6000 

$7000 

$6000 

$9000 

$10,000 

$12,500 

$15,000 

$17,600 

$20,000 

$25,000 

$30,000 

$36,000 

$40,000 

$50,000 

$ .26 

2.60 

6.00 

7.50 

10.00 

12.50 

15.00 

17.50 

20.00 

22.50 

25.00 

31.25 

37,50 

43.75 

60.00 

62,50 

75.00 

87.50 

100.00 

125.00 

.37i 

3.75 

7.50 

11.25 

15.00 

18.76 

22.60 

26.25 

30,00 

33.76 

37.50 

46.88 

56.25 

65.63 

75.00 

93.75 

112.50 

131.25 

150.00 

187.50  ' 

.50 

6.00 

10.00 

15.00 

20.00 

26.00 

30.00 

35.00 

40.00 

45.00 

50.00 

62.50 

75.00 

87.50 

100.00 

125.00 

160.00 

175.00 

200.00 

250.00 

.62i 

6.25 

12.50 

18.75 

25.00 

31.25 

37.50 

43.75 

5o;oo 

56.25 

62.50 

78,13 

93.75 

109.38 

125.00 

156.26 

137.50 

218.75 

250.00 

312.50 

.76 

7.50 

15.00 

22.50 

30.00 

37.50 

46.00 

62.50 

60.00 

67.50 

75.00 

93.75 

112.50 

131.25 

150.00 

187.50 

225.00 

262.50 

300.00 

375.00 

.87i 

8.75 

17.50 

26.26 

35.00 

45.75 

52.60 

61.25 

70.00 

78.75 

87.50 

109.38 

131.25 

163.13 

175.00 

218.75 

262.50 

306.35 

350.00 

437,50 

1.00 

10.00 

20.00 

30.00 

40.00 

50.00 

60.00 

70.00 

80.00 

90,00 

100.00 

125.00 

150.00 

175.00 

200.00 

250.00 

300.00 

350.00 

400.00 

500.00 

1.10 

11.00 

22.00 

33.00 

44.00 

65.00 

66.00 

77.00 

88.00 

99.00 

110.00 

1S7;50 

165.00 

192.50 

220,00 

276.00 

330.00 

386.00 

440.00 

550.00 

1.90 

12.00 

24.00 

36.00 

48.00 

60.00 

72.00 

84.00 

96.00 

108.00 

120.00 

160.00 

180.00 

210.00 

240.00 

300.00 

360.00 

420.00 

480.00 

600.00 

1.25 

12.60 

25.00 

37.50 

60.00 

62.50 

76.00 

87.60 

100.00 

112.50 

125.00 

166.25 

187,60 

213.75 

250.00 

312,50 

375.00 

437.50 

600.00 

625.00 

1.30 

13.00 

26.00 

39.00 

52.00 

65.00 

78.00 

91.00 

104.00 

117.00 

130.00 

162.50 

195.00 

227.50 

260,00. 

325.00 

390.00 

455.00 

520.00 

650.00 

1.40 

14.00. 

28.00 

42.00 

56.00 

70.00 

84.00 

98.00 

112.00 

126.00 

140.00 

175.00 

210,00 

246.00 

280.00 

350.00 

420.00 

490.00 

560.00 

700.00 

1.60 

15.00 

30.00 

46.00 

60.00 

75.00 

90.00 

105,00 

120.00 

135.00 

150.00 

187.50 

225.00 

262.50 

300.00 

375.00 

450.00 

525.00 

600.00 

750.00 

1.60 

16.00 

32.00 

48.00 

64.00 

80.00 

96.00 

112.00 

128.00 

144.00 

160.00 

200.00 

240.00 

280.00 

320.00 

400,00 

480,00 

660.00 

640.00 

800.00 

1.70 

17.00 

34.00 

51.00 

68.00 

85.00 

102.00 

U9.00 

136.00 

153.00 

170.00 

212.50 

255.00 

297.50 

340.00 

426.00 

610.00 

695.00 

660.00 

850.00 

1.75 

17.50 

35.00 

52.50 

70.00 

87.50 

105.00 

122.50 

140.00 

167i60 

176.00 

218.75 

262.50 

506.25 

350.00 

437.50 

525.00 

612.50 

700.00 

675.00 

l.QO 

18.00 

36.00 

54.00 

72.00 

90.00 

108.00 

126.00 

144.00 

162.00 

180.00 

225.00 

270.00 

315.00 

360,00 

460.00 

540.00 

630.00 

'120.00 

900.00 

1.90 

19.00 

38.00 

57.00 

76.00 

95.00 

114.00 

133.00 

162.00 

171.00 

100.00 

237.50 

285.00 

532.50 

380.00 

475.00 

670.00 

665.00 

750.00 

950.00 

2.00 

20.00 

40.00 

60.00 

80.00 

100.00 

120.00 

140.00 

160.00 

180.00 

200.00 

250.00 

300.00 

560.00 

400.00 

600.00 

600.00 

700.00 

800.00 

1000.00 

2.10 

21.00 

42.00 

63.00 

84.00 

106.00 

126.00 

147.00 

168.00 

189,00 

210.00 

262.50 

315.00 

367.50 

420.00 

525.00 

630.00 

735.00 

840.00 

1060.00 

2.26 

22.50 

45.00 

67.50 

90.00 

112.50 

135.00 

157,50 

180.00 

202.50 

225.00 

281.25 

337.50 

393.75 

460.00 

602.50 

675.00 

787.60 

900.00 

1125.00 

2.37i 

23.75 

47.50 

71.25 

95.00 

119.75 

142.50 

166.25 

190.00 

213.75 

237.50 

296.88 

356.25 

415.63 

475,00 

593,7« 

712.50 

831.25 

950.00 

1187.60 

2.50 

26.00 

60.00 

76.00 

100.00 

126.00 

150.00 

176.00 

200,00 

225.00 

250,00 

312.60 

375.00 

437.60 

600.00 

625.00 

750.00 

875.00 

1000.00 

1250.00 

2.62^ 

26.26 

52.50 

78.75 

105.00 

131.25 

157.60 

1S3.76 

210.00 

236.26 

282.50 

328.13 

393.76 

459.58 

626.00 

656.25 

787.50 

918.75 

1050.00 

1312.50 

2.75 

27.50 

55.00 

82.50 

110.00 

137.60 

166.00 

192.50 

220.00 

247.50 

275.00 

343.75 

412.60 

481.25 

550.00 

687.50 

825.00 

962.50 

1100.00 

1375.00 

2.87i 

28.75 

67.50 

86.25 

115.00 

143.75 

172.50 

201.26 

230.00 

258.76 

287.50 

359.38 

429.25 

603.15 

575.00 

718,76 

862.50 

1006.25 

1150.00 

1437.50 

3.00 

30.00 

60.00 

90.00 

120.00 

150.00 

180.00 

210.00 

240.00 

270,00 

300.00 

376.00 

460.00 

525a00 

600.00 

760.00 

900.00 

1050,00 

1200.00 

1609.00 

3.12i 

31.25 

62.60 

93.75 

125.00 

156.26 

• 187.60 

217.76 

260.00 

281.25 

312.50 

390.63 

468.75 

546.88 

625.00 

781.26 

937.50 

1093.75 

1250.00 

1562.50 

3.26 

32.50 

65.00 

97.50 

130.0O 

162.60 

195.00 

227.60 

260.00 

292.50 

326.00 

406.25 

487.60 

568.76 

650.00 

812.50 

975.00 

1157.50 

1300.00 

1625.00 

_233Zi_ 

33.75 

67.60 

101.26 

135.00 

168.76 

202.50 

236.25 

270,00 

303,75 

337.50 

421.88 

506.25 

590.63 

675.00 

843.75 

1012.50 

1181.26 

1350.00 

1687.50 

3.60 

36.00 

70.00 

105.00 

140.00 

175.00 

210.00 

245.00 

280.00 

315.00 

350.00 

437.50 

525.00 

612.50 

700.00 

875.00 

1050.00 

1225.00 

1400.00 

1750.00 

INSURANCE  TABLE 

This  table  makes  it  easy  to  obtain  or  estimate  quickly  what  a merchant 
would  have  to  pay  for  insurance  on  his  accounts,  if  he  could  get  such  insur- 
ance at  the  same  rate  he  pays  for  insurance  on  merchandise.  A comparison 
of  such  a cost  with  the  expense  of  the  McCaskey  Account  System  as  deter- 
mined from  the  Expense  Table  develops  a powerful  selling  argument  on  an 
insurance  basis  for  the  McCaskey  installation. 


247-248 


McCASKKY  SPEKD  CASH  REGISTERS 


Chapter  V 

McCaskey  SPEED  Cash  Registers 

With  increasing  momentum  through  several  decades  the 
idea  of  the  cash  register  has  been  accepted  by  the  commercial 
public.  Recognition  of  the  need  for  such  equipment  and  the 
importance  to  business  of  filling  that  need  has  developed  to 
such  a point  today  that  a cash  register  is  considered  almost  a 
staple  commodity  in  the  light  of  necessary  equipment  for  any 
business  handling  cash.  The  situation  has  reached  the  point 
where  it  may  be  said  with  finality  that  every  retail  business 
has  need  for  a cash  register  of  some  k.nd.  From  the  smallest 
of  peanut,  pop  corn  or  soft  drink  stands  to  the  largest  of  the 
great  department  stores  the  cash  register  is  a necessity.  It  is 
accepted  as  necessary  before  any  other  equipment  because  it 
is  the  controlling  factor  in  handling  the  cash  income  from 
sales,  the  money  which  means  profit  if  accurately  and  intel- 
gently  looked  after. 

Consequently  an  enormous  field  for  cash  registers  has 
been  opened  up.  It  is  a field  which  creates  thousands  of  cash 
register  prospects  in  every  territory.  It  is  a field  in  which 
the  demand  is  already  present,  in  which  it  is  not  necessary  to 
go  far  toward  selling  the  cash  register  idea,  but  a field  in 
which  a superior  cash  register  product  may  be  sold  oji  the 
strength  of  its  own  surpassing  advantages. 

The  McCaskey  SPEED  Cash  Register  has  been  designed 
to  complete  the  McCaskey  Register  Company’s  line  of  cash 
register  products  to  the  extent  that  some  one  of  the  McCaskey 
cash  registers  or  cash  register  systems  can  be  installed  to  meet 
the  needs  of  each  business.  With  the  inclusion  of  the  McCas- 
key “Speed”  line  of  cash  registers,  McCaskey  products  become 
a line  for  mass  distribution.  The  McCaskey  SPEED  Cash 
Register  is  a product  for  the  masses,  to  meet  the  needs  of  the 
masses  for  the  very  services  which  it  is  designed  to  render. 

The  McCaskey  SPEED  Cash  Register  is  a simply  devised 
total  adding  cash  register.  It  registers  sales  amounts  re- 
ceived and  accumulates  the  total.  It  indicates  the  amount  reg- 
istered, provides  a cash  drawer  for  holding  and  protecting 
money  and  a bell  to  tell  when  the  register  is  being  operated. 
It  includes  “Customer”  and  “No  Sale”  counters  so  that  the 
number  of  customers  served  or  the  transactions  handled 
through  the  cash  register  can  be  determined  and  used  to  ad- 
vantage by  the  owner  or  manager  of  the  business. 

This  “Speed”  cash  register  line  is  designed  to  meet  an  en- 
tirely different  need  than  the  A-B-C  line  of  McCaskey  Cash 
Registers.  It  is  designed  to  take  care  of  the  thousands  of 
businesses  which  recognize  the  importance  of  a check  on  the 
money  taken  in  on  sales,  and  of  protection  against  mistakes, 

301 


McCASKEY  SPEED  CASH  REGISTERS 


carelessness  and  temptation  in  the  handling  of  money,  with- 
out complete  system  advantages.  It  is  designed  to  take  care 
of  that  immense  group  of  stores  in  every  territory  where  there 
is  a need  for  an  additional  register  or  several  additional  reg- 
isters to  serve  the  purpose  of  separating  the  sales  of  special 
departments  and  at  the  same  time  give  improved  service  by 
making  possible  the  handling  of  the  sale  complete  and  the 
making  of  change  at  the  counter  or  department  concerned. 

The  small  peanut,  pop  corn  or  soft  drink  stand;  the  shoe 
shine  parlor,  the  small  sandwich  shop,  barbecue,  confectionery 
or  restaurant ; the  bakery,  cigar  stand,  news  depot  and  many, 
many  additional  lines  of  small  businesses  fall  into  the  class  of 
prospect  for  which  the  ‘‘Speed”  line  was  designed.  Also  there 
is  the  strong  department  record  need  of  stores  where  condi- 
tions should  demand  a segregation,  such  as  the  cigar  depart- 
ments, the  soda  fountains,  confectionery  and  notions  depart- 
ments, meats  and  groceries,  accessories,  etc.  Here  is  a sweep- 
ing field  of  opportunity  for  the  “Speed”  line. 

The  “Speed”  line  has  been  developed  to  meet  present  da}^ 
needs  for  a line  of  straight,  total  adding  cash  registers  that 
are  better  built,  more  rugged  in  construction  and  more  speed- 
ily operated  than  any  other  type  of  registers  on  the  market. 

This  test  is  answered  by  the  McCaskey  SPEED  Cash  Reg- 
ister in  a most  satisfactory  and  conclusive  way.  It  is  manu- 
factured on  a new  principle  of  construction  for  cash  registers, 
a principle  which  has  been  thoroughly  tried  and  tested  before 
acceptance  for  the  McCaskey  SPEED  Cash  Register.  This 
principle,  known  as  the  single  operating  key  principle,  carries 
the  whole  force  of  McCaskey  superiority.  It  is  responsible  for 
speed  in  operation  of  the  machine,  ease  of  operation,  simpli- 
city of  manufacture,  fewer  parts,  less  chance  to  go  wrong  and 
quick  repair  in  case  of  mechanical  difficulties. 

The  patented  construction  of  the  McCaskey  SPEED  Cash 
Register  eliminates  many  of  the  working  parts  of  older  mod- 
els of  cash  registers.  Complicated  mechanism  has  been  re- 
placed by  the  single  operating  key  principle.  The  reduction 
in  the  number  of  working  parts  has  meant  a corresponding  re- 
duction in  the  number  of  wearing  points.  This  factor  com- 
bines with  other  features  of  the  register  to  make  for  a sim- 
pler, quicker  and  more  accurate  operation. 

By  the  simple  pressing  down  of  the  single  operating ^key, 
a transaction  is  registered.  At  the  same  time  the  amount  of 
the  sale  is  added  upon  a concealed  total  adding  counter  and 
indicated  publicly,  the  cash  drawer  is  opened,  the  bell  rings 
and  another  operation  of  the  machine  is  registered  on  a ‘Cus- 
tomer^ counter.  At  each  operation  the  amount  of  the  sale  is 
added  into  the  totals  carried  on  the  adding  wheels  under  the 
shutter.  A penny  set-up  key,  dollar  set-up  key  or  ten  dollar 
set-up  key  (according  to  style  of  register,)  is  brought  into  use 
by  the  aid  of  indexes  to  designate  the  amount  to  be  registered. 
Amounts  from  5c  to  95c  inclusive,  in  5c  multiples,  are  regis- 
tered on  all  styles  by  the  simple  use  of  the  single  operating 
key  and  index. 

The  McCaskey  SPEED  Cash  Register  is  a one-hand  op- 
erated machine. 

The  McCaskey  SPEED  Cash  Register  is  protection 


302 


McCASKEY  SPEED  CASK  REGISTERS 


against  mistakes  by  virtue  of  its  single  operating  key,  penny 
and  dollar  set-up  keys  and  indexes.  McCaskey  visibility  is  ful- 
ly preserved  in  the  designing  of  the  register. 

Because  the  iVicCaskey  SPEED  Cash  Register  renders 
service  at  a saving  of  time  over  other  cash  registers  it  de- 
velops a leading  claim  for  attention.  The  factors  of  mechan- 
ical simplicity,  increased  sturdiness  and  low  original  invest- 
ment add  to  the  advantages  establishing  the  product  as  a prac- 
tical service-giving  equipment. 

Features  of  large,  high  priced  cash  registers  which  are 
•both  impractical  and  unnecessary  for  the  classes  of  business 
mentioned,  have  been  avoided.  The  tape  printer  -with  limited 
information,  and  the  check  throwing  devices,  together  with 
similar  features  often  referred  to  as  “red  tape”  have  been 
eliminated.  Yet  the  McCaskey  SPEED  Cash  Register  con- 
tains every  fundamental  principle  which  this  large  field  of  mer- 
chant prospects  finds  it  practical  and  profitable  to  put  to  use. 

Because  of  its  simplicity  and  its  full  approach  to  the  mer- 
chant’s needs  without  unnecessary  features,  the  McCaskey 
SPEED  Cash  Register  offers  splendid  opportunities  for  sales 
upon  first  calls  upon  merchants.  It  lends  itself  to  a brief  ap- 
proach with  power  to  gain  attention  and  interest  quickly.  Its 
speed  and  ease  of  operation  draw  prompt  recognition  of  its 
leading  features  of  superiority.  It  lends  itself,  in  many  cases, 
through  its  superior  features  to  getting  a hearing  that  will 
ultimately  result  in  a demonstration  and  sale  of  the  more  com- 
plete systems,  the  A-B-C  line  of  registers,  and  consequentlj'^  a 
larger  volume  of  S3^stem  business. 

Just  as  the  McCaskey  Systems  of  the  past  have  presented 
unquestionably  the  greatest  system  proposition  to  be  obtained 
from  the  standpoint  of  money  value,  so  the  McCaskey  SPEED 
Cash  Register  joins  the  McCaskey  group  of  products,  giving 
in  its  field  more  value  per  dollar  than  any  other  register.  Be- 
cause of  the  vastness  of  the  field,  the  demand  for  cash  regis- 
ters of  this  type  and  the  superiority  of  the  McCaskey  SPEED 
Cash  Register  over  others,  the  line  of  McCaskey  SPEED  Cash 
Registers  becomes  at  once  a parallel  in  prominence  with  the 
line  of  AdcCaskey  Credit  Registers,  McCaskey  Cash  Register 
Systems  and  McCaskey  Sales  Books. 

Following  in  this  chapter  will  be  found  methods  of  dem- 
onstrating the  “Speed”  line,  answers  to  the  objections  faced 
in  presenting  it  and  arguments  which  have  proven  effective  in 
overcoming  general  resistance  to  buying  such  equipment. 

PREPARATION  FOR  THE  DEMONSTRATION 

The  McCaskey  SPEED  Cash  Register  should  be  demon- 
strated from  a sample.  That  is  the  opportunity  to  accomplish 
the  one-call  sale  and  save  time  in  obtaining  contracts.  The 
merchant’s  interest  is  intensified  and  easier  to  hold  when  the 
article  is  before  him. 

Those  whose  experience  is  greatest  in  the  sale  of  low 
priced  cash  registers,  emphasize  universally  the  importance  of 
\ demonstrating  to  non-users  of  cash  registers  with  the  use  of 

actual  money.  In  this  way  the  register  is  enabled  to  do  its 
work  exactly  as  it  will  do  it  in  a business  and  to  establish 
finally  its  speed  qualifications  and  other  features  mentioned 
in  the  approach  — in  other  words  prove  itself  in  fact.  The 

303 


McCASKEY  SPEED  CASH  REGISTERS 


use  of  actual  cash  is  the  only  way  in  which  you  can  clearly 
prove  that  the  cash  received  and  the  money  paid  out  are  all 
accounted  for  without  the  attachment  to  the  register  of  ex- 
pensive features  to  handle  them. 

$3.07  in  change,  carried  at  all  times  for  the  sole  purpose 
of  use  in  demonstrating  the  McCaskey  SPEED  Cash  Register, 
will  supply  your  needs. 

Demonstrating  money  should  be  in  the  following  denom- 
inations to  make  your  demonstration  smooth: 

Two  one  dollar  bills  (or  silver  dollars) 

One  half  dollar 

One  quarter 

Three  dimes 

Two  pennies 

With  the  sample  cash  register  located  properly  (if  pos- 
sible, where  it  can  be  used  to  best  advantage  when  installed) 
and  with  investigation  to  make  sure  that  all  necessary  sup- 
plies are  in  the  cash  drawer  and  the  register  is  reset  to  zero, 
you  are  ready  to  demonstrate. 

Circumstances  will  guide  you  in  many  cases  and  make  un- 
necessary certain  parts  of  the  following  demonstration;  how- 
ever, this  demonstration  presents  the  features  of  cash  register 
use,  etc.,  in  a logical  and  proper  order  and  should  be  learned 
to  make  for  confident  assurance  in  presenting  the  product. 

THE  APPROACH  TO  THE  DEMONSTRATION 

“Mr ....,  you  will  see  something  entirely  new  in 

looking  for  the  first  time  at  the  McCaskey  SPEED  Cash  Reg- 
ister line.  Here  is  an  equipment  you  are  not  accustomed  to 
seeing.  To  build  a cash  register  to  meet  your  practical  needs 
today,  to  give  you  at  low  cost  an  advanced  mechanical  regis- 
ter, we  have  worked  along  the  lines  of  simplifying  and 
strengthening  by  reduction  of  parts  and  increase  of  speed  in 
operation.  Naturally  the  result  is  something  entirely  differ- 
ent. 

“This  is  a simply  devised  total  adding  cash  register.  True 
— it  has  the  general  appearance  of  cash  registers  as  you  think 
of  them,  but  its  principle  is  entirely  different.  Parts  have 
been  eliminated  — the  mechanism  has  been  simplified  — fast 
action  has  been  developed  — and  greater  endurance  in  service 
has  been  assured  because  we  have  found  a simpler,  better  way 
to  build  a present  day  model  of  cash  register. 

“Mr the  orthodox  style  of  cash  register  was 

fine  when  put  on  the  market  over  forty  years  ago.  But  can 
we  do  business  today  as  we  did  then?  Most  assuredly  not!  We 
must  look  for  and  expect  changes  — changes  perhaps  as  great 
in  principle  of  construction,  appearance  and  working  advan- 
tage as  the  startling  change  which  has  occurred  in  the  last 
twenty-five  years  when  first  the  established,  accepted  horse 
and  buggy  transportation  gave  way  to  the  motor  car  — chang- 
es as  great  as  are  again  revealed  in  the  amazing  swing  in  our 
own  day  from  the  motor  car  to  speedier  travel  by  air  so  surely 
becoming  an  accepted  reality. 

“Quite  naturally,  then,  this  better  cash  register  is  better 
because  of  changes  over  old  models.  It  is  quicker  to  operate 


304 


McCASKEY  SPEED  CASH  REGISTERS 


and  quickness  in  serving  trade  today,  when  competition  is  so 
keen,  is  required  — and  quickness  is  one  of  the  most  import- 
ant elements  we  can  build  into  such  a register.  We  have 
therefore  built  speed  into  the  McCaskey  as  an  element  of  first 
importance. 

“We  have  purposely  avoided  ‘red  tape’  attachments  which 
you  do  not  need  or  require  and  which,  if  included,  you  would 
not  continue  to  use,  but  which  you  must  pay  for ; yet  the 
McCaskey  SPEED  Cash  Register  furnishes  all  the  informa- 
tion and  protection  you  will  require  to  get  practical  and  prof- 
itable service. 

“Accuracy  is  as  important  as  speed  and  practical  opera- 
tion. Accuracy  is  an  outstanding  feature  of  the  new  McCas- 
key product. 


THE  DEMONSTRATION 

“The  purpose  of  a cash  register,  Mr , is  to  so 

place  a check  on  your  cash  as  to  prevent  mistakes,  enforce 
carefulness  in  handling  your  money,  stop  losses,  remove  the 
constant  temptation  of  uncounted  money  always  present  where 
just  a common  cash  drawer  is  used,  and  to  furnish  you  with  a 
quick  and  dependable  means  of  balancing  cash  and  knov/ing 
flow  much  money  is  coming  to  you,  thereby  increasing  the  net 
profits  in  your  store. 

“It  must  be  accurate,  speedy  and  easy  to  operate. 

“The  McCaskey  SPEED  Cash  Register  does  all  these 
things  and  accomplishes  them  in  a very  simple  manner. 

“This  is  called  the  Operating  Key  of  the  register,  because 
by  pressing  it  down  the  ^ale  is  registered. 

“By  pressing  it  down  we  accomplish  the  following  things: 

1st  — It  rings  a bell  or  alarm,  calling  attention  of 
everyone  that  a sale  is  being  registered,  or  that  the 
drawer  is  being  opened. 

2nd  — The  indicators  here  at  the  top  of  the  regis- 
ter show  you  how  much  money  has  been  registered. 

The  indicators  showing  the  last  sale  or  registration 
are  always  in  sight. 

3rd  — The  amount  of  each  sale  is  added  upon  the 
total  adding  counter,  which  is  invisible  to  anyone  but 
the  proprietor.  Please  observe  that  a shutter  operated 
by  a lock  and  key  covers  the  counter  completely. 

4th  — The  ‘Customer’  and  ‘No  Sale’  counters  here 
show  that  either  another  customer  has  been  served  or 
that  a ‘No  Sale’  transaction  has  been  made.  These 
counters  too  are  covered  by  a shutter  operated  by  a 
lock  and  key. 

5th  — The  cash  drawer  Is  opened  automatically  to 
receive  the  money  for  you. 

6th  — The  register  mechanism  is  restored  to  posi- 
tion, ready  to  register  the  next  sale. 

“In  addition  to  operating  the  register,  this  operating  key 
also  selects  and  registers  all  sales  in  5c  and  10c  denominations, 
which  are  so  frequently  made. 


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McCASKSY  SPEETD  CASH  HEGISTERS^ 


“This  index  shows  all  the  sales  in  5c  and  10c  denomina- 
tions up  to  95c  and  a ‘No  Sale’  position.  By  moving  the  op- 
erating key  to  any  one  of  these  positions  and  pressing,  it  dowiv 
it  will  register  the  sale  quickly  and  accurately. 

‘Tf  placed  at  the  ‘No  Sale’  position,  it  will  open  the  cash, 
drawer,  ring  the  bell,  indicate  that  no  money  was  registered 
and  add  ‘T  on  the  ‘No  Sale’  counter.  At  the  same  time  ‘1’  is- 
added  on  the  ‘Customer’  counter  which  registers  each  time 
the  register  is  operated  and  the  cash  drawer  is  opened. 

“Please  observe  this  — by  subtracting  the  total  in  the  ‘Na 
Sale’  counter  at  any  time  from  the  total  in  the  ‘Customer’’ 
counter  you  have  information  on  the  number  of  customers 
served.  In  this  way  the  McCaskey  tells  you  daily  how  many 
customers  you  have  served. 

“Now,  Pm  going  to  let  you  operate  it.  Suppose  I spent 
35c  with  you.  Pet’s  see  you  register  35c.  Move  the  operating 
key  to  35c  — now  press  it  down  — all  the  way  — that’s  it. 
(Place  quarter  and  dime  in  the  cash  draw^er  and  close  it.) 

“Now  what  have  you  done? 

“You  rang  the  bell  announcing  that  you  had  registered  a 
sale.  The  indicator,  here,  shows  that  35c  is  the  amount  you 
registered. 

“You  added  the  35c  here,  on  the  adding  wheels,  and  the 
‘Customer’  counter  indicates  here  that  one  customer  has  been 
served.  (Show  him.)  You  opened  the  cash  drawer  to  receive 
the  35c  and  the  register  is  automatically  restored,  ready  to 
register  the  next  sale,  and  the  money  is  locked  up  in  a safe 
place. 

“In  addition,  Mr.  all  sales  from  5c  to  95c  (in  5c 

multiples)  are  indicated  upon  but  one  indicator;  whereas,  all 
sales  in  5c  multiples  ending  in  5 require  two  indicators  upon 
all  similar  registers  upon  which  penny  sales  can  be  registered. 

“This  35c  is  much  plainer  than  if  it  were  shown  as  30c  and 
5c,  or  by  two  indicators,  as  shown  on  other  registers. 

“Now  register  50c.  (Place  half  dollar  in  cash  drawer  and 
close  it).  You  will  see  on  the  adding  wheels,  85c,  (Show  him) 
the  50c  sale  having  been  added  to  the  previous  sale. 

“When  you  open  the  cash  drawer  you  must  show  by  the 
indicator  why  you  opened  the  drawer,  how  much  money  you 
registered;  and  that  amount  has  been  added  under  lock  and 
key,  and  ‘1’  has  been  added  upon  the  ‘Customer’  counter,  if  a 
cash  sale,  or  ‘P  is  added  on  the  ‘No  Sale’  counter  if  the  drawer 
has  been  opened  for  some  other  reason. 

“Your  cash  is  always  added  and  kept  totaled  up  for  you, 
thus  giving  you  a quick  balance  on  your  money. 

“On  sales  of  one  dollar  or  over,  this  dollar  set-up  key  sets 
the  mechanism  to  register  and  indicate  the  dollars.  On  sales 
amounts  ending  in  1,  2,  3,  4,  6,  7,  8 and  9 cents  this  penny  set-up 
key  sets  the  mechanism  to  register  and  indicate  pennies. 
(Point  to  these  set-up  keys  as  you  mention  them.) 

“This  ‘X’  position  on  the  index  which  directs  the  Single 
Operating  Key,  at  the  extreme  right,  is  the  position  on  which 
the  Operating  Key  is  set  when  the  amount  registered  is  fully 
determined  by  the  penny  or  dollar  set-up  keys. 

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■MxiCASKEY  SPEED  CASPI  REGISTERS 


“To  register  a sale  of  $122,  pull  the  dollar  set-up  key  to 
$1 ; notice  that  click;  you  could  tell  it  was  set  for  $1,  even  in 
the  dark  by  that  one  click.  Pull  the  penny  set-up  key  to  -2c. 
Notice  two  clicks.  Now  preas  the  Operating  Key  at  20c. 

“$122  is  shown  on  the  indicators,  and  has  been  added  upon 
the  total  adding  counter.  (Place  one  dollar,  two  dimes  and 
two  pennies  in  the  cash  drawer  and  close  it.) 

“These  two  keys  (the  dollar  and  penny  set-up  keys)  and 
the  Single  Operating  Key,  do  the  work  of  twenty  or  more 
keys  on  older  types  of  cash  registers.  That  means  just  twenty 
or  more  fewer  keys,  to  say  nothing  of  the  numerous  other 
parts  and  connections  between  such  keys  and  the  adding  and 
indicating  mechanism. 

“You  know,  and  I know,  that  the  fewer  parts  in  any  mech- 
anism, the  better  off  the  user  is.  There  are  less  wearing 
points,  less  repairs  and  longer  durability, 

“This  principle  of  construction  allows  us  to  use  the  very 
•best  materials  that  money  and  experience  can  buy ; t employ 
the  highest  type  of  skilled  workmen,  and  still  maintain  a low 
selling  price  to  our  customers, 

“Mistakes  in  change  cost  money, 

“The  indicators  aid  you  in  making  change  and  prevent 
mistakes,  because  they  keep  before  you  the  amount  of  the 
sale  just  registered,  and  by  using  the  indication  to  build  up 
to  the  amount  of  money  given  you  by  your  customer,  you  can 
be  interrupted  and  go  right  back  where  you  left  off,  without 
the  chance  of  mistake  that  occurs  where  no  such  guide  is  at 
hand. 

“Suppose  on  a 63c  sale,  the  customer  handed  you  a dollar, 
^Register  63c,  allowing  the  drawer  to  remain  open,  and  hold- 
ing the  dollar  in  your  left  hand). 

“After  registering  the  sale,  some  one  interrupts  you  and 
takes  your  mind  completely  off  the  transaction.  When  the  in- 
terruption is  over  you  look  at  the  indicators,  63c,  and  count 
out  the  change  — 2 makes  63,  10  is  75,  and  25c  is  $1.  (Take  the 
change  out  of  the  drawer  with  your  right  hand,  placing  it  as 
you  count  it  in  the  left  hand  or  on  top  of  the  $1  bill  or  along- 
side the  silver  dollar,  whichever  you  use,)  Place  the  $1  in  the 
drawer,  close  it  and  count  the  change  out  to  your  customer  the 
same  way : 63  and  2 is  65,  and  10  is  75,  and  25  is  $1. 

“You  can  readily  see  hov/  such  a guide  would  make  mis- 
takes in  change  almost  impossible. 

“You  may  have  noticed  that  you  can  register  any  amount 
on  this  register  with  one  hand,  leaving  the  other  free  to  hold 
the  merchandise  which  you  have  wrapped  up  or  are  going  to 
wrap  just  as  soon  as  the  money  is  registered. 

“You  cannot  do  this  on  older  types  of  registers  having 
numerous  keys,  both  hands  being  necessary  to  register  them. 

Money  Paid  Out 

“When  money  is  paid  out,  sa3^  50c,  talce  this  ‘‘Paid  Out’  pad, 
date  it,  show  to  whom  you  paid,  by  whom,  what  for  and  the 
amount  (SOc).  Open  register  on  ‘No  Sale’  position  placing 


307 


McCASKEY  SPEEI>  CASH  REGISTERS 


Taid  Out’  slip  in  cash  drawer  to  take  the  place  of  the  money 
paid  out. 

“Ail  cash  received  being  accounted  for,  this  record  must 
be  made  or  your  cash  balance  at  night  will  show  a shortage  of 
the  amount  you  paid  out. 

“This  makes  everyone  careful  in  making  proper  records 
of  money  paid  out  and  furnishes  a simple  and  quick  method  of 
balancing  your  cash. 

Balancing 

“Now,  how  much  money  have  we  in  the  cash  drawer, 

Mr ? 

(He  will  usually  say  that  he  does  not  know.  If  he  is  an 
open-cash-drawer-merchant,  here  is  a splendid  opportunity  to 
drive  home  a strong  selling  argument.)  “When  only  a few 
sales  have  been  registered  and  only  one  paid  out,  if  you  can- 
not tell  how  much  money  is  in  the  drawer,  and  can  only  guess 
at  it,  how  much  less  you  know  about  how  much  should  be  in 
3^our  present  cash  drawer  after  an  entire  day’s  sales  are  in  it  1 

“Net’s  balance  up  and  see  what  we  should  have.  (Press  the 
Single  Operating  Key  on  the  ‘No  Sale’  position.) 

“Plow  much  were  our  cash  sales,  Mr ? (Make 

him  read  the  total  adding  counters  and  tell  you.)  $2.70.  After 
copying  this  amount  we  can  reset  the  register  by  using  this 
reset  key,  which  turns  the  adding  wheels  to  zero.  (Do  it.) 

“This  shutter  or  control  key  operates  the  shutters  which 
cover  the  total  adding  counter  and  customer  and  no  sale  coun- 
ters, and  the  shutters  which  cover  the  slots  for  the  reset  keys 
for  these  counters,  and  is  for  your  protection.  The  total  add- 
ing counter  and  customer  and  no  sale  counters  are  invisible 
to  everyone  but  yourself,  Mr.  

“This  special  counter  is  also  for  your  protection.  (Point 
to  it.)  Watch  it  count  ‘1’  when  I cover  the  total  adding 
counter  and  the  customer  and  no  sale  counters.  (Do  it.)  It 
now  shows  184.  (Or  whatever  number  is  shown.) 

“This  control  counter  is  better  than  the  combination  lock 
on  a safe  or  a Yale  key.  If  I obtained  the  combination  to  your 
safe  or  a duplicate  Yale  key  to  your  store,  I could  enter  them 
many  times  without  your  finding  it  out.  But  even  if  I had  a 
duplicate  of  your  control  key,  I could  not  use  it  once  without 
your  finding  it  out.  You  could  be  absent  several  days,  and  if, 
when  you  left,  this  counter  showed  184,  and  when  you  returned 
it  still  showed  184,  you  would  know  that  no  one  had  tampered 
with  your  register  while  you  were  away. 

“This  protects  you  by  giving  you  personal  control  over 
your  records,  and  by  removing  temptation  to  tamper  with 
them. 

“Subtracting  the  money  paid  out,  as  shown  on  this  slip, 

50c,  leaves  a balance  of  $2.20  that  should  be  in  the  cash  drawer. 

“You  count  it,  Mr.  Just  $2.20.  That  proves  we  ( 

have  made  no  errors  in  making  change  or  in  paying  out  money. 

“You  have  here  a record  from  which  you  can  tell  how 
many  sales  were  made,  how  many  customers  were  served  and 


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McCASKEY  SPEED  CASH  REGISTERS 


how  many  times  the  register  was  operated  for  other  purposes 
than  for  making  sales.  This  ‘Customer’  counter,  here,  adds 
T’  each  time  the  register  is  operated.  Also,  this  ‘No  Sale’ 
counter,  here,  adds  ‘T  each  time  the  register  is  operated  on  the 
‘No  Sale’  position.  You  can  quickly  obtain  the  total  number 
of  cash  customers  served  by  simply  subtracting  the  total 
on  the  ‘No  Sale’  counter  from  the  total  on  the  ‘Customer’ 
counter. 

“You  notice  here,  we  have  a total  of  12  on  the  ‘Customer’ 
counter,  and  4 on  the  ‘No  Sale’  counter  — that  indicates  at 
once  that  the  register  was  used  12  times  but  that  4 of  these 
times  no  amount  was  registered,  therefore  the  register  was 
operated  8 times  to  serve  cash  customers  and  4 times  for  other 
purposes  such  as  paid  out  transactions  and  the  like.  Should 
you  wish,  you  could  request  your  clerks  to  make  a record  and 
put  a slip  in  the  cash  drawer  each  time  the  ‘No  Sale’  operation 
IS  made  so  that  you  can  know  just  why  the  register  was 
opened  when  no  sales  were  made. 

“These  counters  tell  you  if  business  is  improving  and 
whether  increasing  volume  of  business  is  being  gained  by 
serving  a larger  group  of  customers  or  whether  by  selling 
more  to  your  customers  at  the  time  of  each  purchase  than  be- 
fore. You’ve  no  doubt  heard  it  said  — ‘Old  customers  pay  the 
rent,  but  new  customers  supply  the  profits.’  The  McCaskey 
SPEED  Cash  Register  tells  you  whether  or  not  you  are  de- 
veloping trade  through  new  customers  and  thereby  working 
toward  greater  profits.  This  knowledge  of  the  condition  of 
your  trade  from  month  to  month,  season  to  season  or  year  to 
year  is  of  real  importance  in  aiding  3^ou  to  know  what  steps 
to  take  to  build  your  business,  and  what  steps  test  out  as 
profitable  on  the  cold  ‘two  and  two  makes  four’  basis  of 
whether  or  not  you  are  increasing  the  number  of  customers 
buying  in  your  store.” 

Charge  Sales  and  Received  on  Account  Amounts 

(NOTE  TO  SALESMAN:  If  your  prospect  makes  no 
charge  sales,  then  received  on  account  transactions  do  not  en- 
ter into  his  business,  or  the  portion  of  it  served  by  the 
McCaskey  SPEED  Cash  Register.  All  reference  to  charge 
sales  and  received  on  account  transactions  should  be  omitted. 
When  charge  sales  and  received  on  account  transactions  are 
numerous,  then  the  McCaskey  Credit  Register  should  be  con- 
sidered and  the  thorough  record  of  business  activity  as  pro- 
vided by  the  detail  strip  of  the  A-B-C  line  of  McCaskey  Cash 
Register  Systems  brought  before  the  prospect. 

Ordinarily,  where  the  McCaskey  SPEED  Cash  Register 
fits  well  into  the  business,  the  number  of  received  on  account 
transactions  will  be  fairly  limited  and  they  can  be  handled  in 
the  simplest  possible  way,  by  making  the  entry  of  the  amount 
received  on  a sales  slip  and  placing  that  sales  slip  in  the  cash 
drawer,  at  the  time  the  amount  received  is  registered.  At  the 
end  of  the  day,  when  balancing  the  cash,  the  amount  received 
on  account  should  be  deducted  from  the  total  on  the  adding 
wheels  to  give  the  total  of  cash  sales  for  the  day.) 

Statement  Book 

“This  statement  book,  furnished  with  each  register,  pro- 
vides you  with  a continuous  statement  of  just  how  your  busi- 
ness is  running. 


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McCASKEY  SPEED  CASH  REGISTERS 


‘‘Enter  in  this  first  column,  daily,  the  amount  of  your 
sales,  in  the  next  column  the  amount  of  money  paid  out  daily 
for  merchandise,  and  in  this  next  column  the  amount  of  money 
paid  out  for  business  expenses. 

“The  amount  drawn  out  of  the  business  for  your  personal 
use,  should  be  entered  in  this  column,  and  the  net  amount  of 
money  in  the  cash  drawer  each  da}^  should  be  entered  in  the 
fifth  column. 

“This  last  column  gives  you  a place  in  which  to  enter  the 
total  number  of  customers  served  during  the  day.  This  total, 
you  will  remember,  being  the  difference  between  the  amount 
on  the  ‘Customer’  counter  and  the  amount  on  the  ‘No  Sale’ 
counter. 

“You  will  notice  each  page  covers  one  month’s  records, 
and  each  line,  one  day’s.  At  the  end  of  each  month  you  can 
copy  the  totals  for  the  month  back  here  on  the  last  page,  which 
provides  for  a year’s  business. 

“The  proper  use  of  this  statement  book,  which  will  easily 
fit  your  vest  pocket,  and  which  is  so  simple  to  keep  up,  will 
enable  you  to  compare  your  sales  and  expenses,  and  merchan- 
dise costs,  month  by  month  or  even  week  by  week. 

“Much  valuable  information  may  be  gained  by  the  use  of 
it. 

“You  will  know  by  comparing  the  monthly  totals  whether 
your  stock  of  merchandise  is  increasing  or  decreasing,  and 
approximately  how  much  your  net  profit  amounts  to. 

“You  will  know  by  comparing  your  monthly  totals  of  cus- 
tomers served  whether  you  are  gaining  or  losing  in  the  num- 
ber of  customers  served  from  month  to  month  and  can  take 
steps  to  build  your  business  accordingly. 


The  Summary 

“Mr.  I have  shown  you  something  new  in  cash 

registers.  I have  shown  you  how  the  register  designed  to 
meet  present  day  needs  does  so  — giving  you  increased  speed 
in  cash  register  operation;  giving  you  a more  durable,  prac- 
tical register  by  way  of  simplified  mechanism;  giving  you 
one-hand  operation;  and  giving  you  increased  visibility  by  aid 
of  finders  to  insure  accuracy  and  protection  in  the  making  of 
your  records.  I have  shown  you  how  it  embodies  every  fun- 
damental thing  necessary  to  your  requirements  — yet  excludes 
all  red  tape.  I have  shown  you  that  it  gives  you  definite  and 
usable  figures  on  the  number  of  your  customers,  the  number 
of  sales  made,  and  also  gives  you  personal  control  over  the 
use  of  the  register  by  making  clear  whether  operated  for 
‘Customer’  service  or  for  ‘No  Sale’  which  indicates  use  for 
some  other  reason  and  which  you  can  investigate  intelligently. 

“Mr ....,  I have  shown  you  how,  with  these  modern 

day  cash  register  advantages,  the  McCaskey  SPEED  Cash 
Register  enforces  carefulness  in  the  handling  of  your  money, 
preventing  mistakes  and  losses  which  reduce  your  net  profits, 

“How  the  indication  aids  to  accuracy  in  making  change. 


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McCASKEY  SPEED  CASH  REGISTERS 


“How  the  adding  wheels  keep  every  penny  added  right  up 
to  the  minute  for  you,  so  that  you  have  a continuous  balance 
of  your  cash. 

“How  the  record  of  cash  cannot  be  lost  or  altered  and 
thus  removes  temptation. 

“You  have  seen  how  its  use  with  the  Taid  Out^  slip  han- 
dles money  paid  out  in  a simple  manner  and  detects  errors  by 
making  the  necessary  written  records. 

“You  have  seen  the  remarkable  service  of  the  ‘Customer’ 
and  ‘No  Sale’  counters  in  telling  just  what  has  gone  on  in  your 
store  during  a business  day  — the  number  of  customers  served, 
the  number  of  additional  times  your  cash  drawer  was  opened 
and  thus  the  general  trend  of  activity  during  the  day  as  com- 
pared with  other  days,  etc. 

“The  statement  book  furnishes  you  with  guiding  informa- 
tion which  enables  you  to  keep  your  finger  on  the  pulse  of 
the  business. 

“This  makes  possible  quick  detection  of  variations  in  your 
sales,  purchases  or  expenses,  which  affect  your  profits,  so  that 
you  can  promptly  alter  your  course  and  avoid  further  losses. 
It  shows  you  what  extra  personal  income  you  are  free  to  draw 
without  exceeding  your  net  profits. 

Compare  such  advantages  with  your  present  way  of  hand- 
ling cash,  with  its  constant  temptation,  fostering  mistakes  and 
breeding  carelessness,  because  of  your  lack  of  control  on  your 
money. 

“The  McCaskey  SPEED  Cash  Register  enables  you  to 
have  a personal  check  on  your  cash  and  to  intelligently  guide 
your  business  to  greater  profits  for  you,  instead  of  placing 
you  at  the  mercy  of  carelessness,  lack  of  information  and 
temptations. 

“How  much,  Mr , would  such  information  and 

protection  be  worth  to  you  in  your  business?” 

(NOTE  TO  SALESMAN:  Now  is  the  time  to  press  him 
for  the  order.  However,  if  at  any  previous  time  during  the 
demonstration,  it  appears  that  the  order  can  be  obtained,  pre- 
sent it  when  such  an  opportunity  arises.  Never  demonstrate 
nor  present  further  selling  points  when  you  see  an  opportunity 
to  secure  the  order. 

If  he  will  not  sign,  go  on  with  the  demonstration,  repeating 
parts  which  have  been  seen  to  impress  the  prospect  and  using 
some  of  the  closing  arguments  or  selling  points  which  follow 
to  aid  you  in  arousing  his  desire  to  a point  where  he  will  sign 
the  order.) 


Additional  information,  which  can  be  drawn  in  effectively 
if  the  prospect  hesitates,  covers  the  matter  of  locking  the  reg- 
ister. 

“This  lock  at  the  lower  left  hand  side  allows  you  to  lock 
up  the  register  so  that  no  one  can  open  the  cash  drawer.  It 
is  for  use  when  only  one  person  is  on  duty  and  must  run 
across  the  street,  or  go  into  a back  room,  or  basement,  etc., 
for  one  reason  or  another.  It  prevents  anyone  opening  the 
register  when  you  are  away  where  you  cannot  hear  the  bell. 

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McCASKEY  SPEED  CASH  REGISTERS 


^‘The  lock  here  at  the  lower  right  hand  side  enables  you, 
with  your  reset  key  to  open  the  cash  drawer.  This  drawer  re- 
lease connects  with  the  drawer  direct,  and  has  no  connection 
with  the  register  mechanism. 

“Should  you  be  so  unfortunate  as  to  have  the  register 
locked  up  in  any  manner,  you  can  always  open  your  drawer 
to  get  to  your  cash  and  change. 


“Visibility  in  the  operation  of  a cash  register  has  been 
increased  by  the  McCaskey  SPEED  Cash  Register  from  the 
standpoint  that  the  operator  can  see  what  he  is  going  to  reg- 
ister before  he  does  so  and  in  time  to  correct  himself.  He  is 
enabled  to  know  he  is  right  before  he  registers  a sale.  Further 
— McCaskey  indicators,  including  the  feature  of  the  single 
indicator  for  all  multiples  of  5c  from  5c  to  95c,  make  it  easy  to 
make  change  accurately  at  all  times,  and  regardless  of  inter- 
ruptions. 


“Definite  control  is  offered  you  personally  to  the  extent 
that  you  can  know  when  it  is  used,  how  often  it  is  used  and 
the  number  of  customers  you  are  serving  from  day  to  day  as 
well  as  the  number  of  dollars  you  are  taking  in  and  paying 
out  from  the  cash  register.’* 

(NOTE  TO  SALESMAN : It  is  important  that  you  rehearse 
the  above  demonstration  a good  many  times,  with  money  and 
register  up  each  sale  mentioned  above,  just  as  you  would  if 
you  were  demonstrating  to  a live  prospect  — by  making  a 
number  of  practice  demonstrations  you  will  learn  to  demon- 
strate smoothly  and  forcefully.  Nothing  chills  a prospect’s 
interest  more  than  a weak,  disconnected  demonstration). 

SELLING  POINTS  AND  ANSWEP^S 
TO  OBJECTIONS 

Additional  material  has  been  assembled  in  the  following 
paragraphs  toward  meeting  resistance  to  the  installation  of 
the  register  or  toward  strengthening  the  selling  presentation 
where  certain  points  are  readily  adaptable  to  the  case  at  hand. 
Where  added  power  is  needed  it  is  possible  that  the  discussion 
of  margin  and  profits  will  awaken  increased  interest;  or  that 
Jthe  insurance  value  of  the  register  will  arouse  your  prospect, 
etc. 

If  the  objection  to  buying  is  price,  prove  that  the  regis- 
ter will  quickly  pay  for  itself;  that  it  costs  more  to  do  with- 
ont  it  every  year,  than  to  own  it;  that  the  price  is  low  and 
within  his  reach. 

If  the  objection  is  the  Single  Operating  Key  principle, 
prove  to  him  the  advantages  of  it  in  simplicity  of  construc- 
tion, quickness  of  operation,  clear  indication  and  low  price. 


Margin  and  Profits 

Every  merchant  knows  or  should  know  in  order  to  mark 
his  merchandise  profitably,  about  what  his  average  gross  per- 
centage of  profit  is  — 20  percent,  25  percent  or  30  percent,  etc. 

Show  him,  by  figuring  it  out  for  him,  using  the  figures 
he  will  be  able  to  obtain  from  the  statement  book,  that  if  his 


312 


McCABKKY  SPEED  CASH  REGISTETIS 


total  sales  for  the  month  amount  to,  say  $2000,  and  his  gross 
profit  averages  25  percent,  his  gross  profit  for  the  month  will 
be  $500.00. 

Now  then,  if  his  expenses,  rent,  light,  heat,  salaries  and 
wages,  etc.,  including  a fair  amount  to  cover  his  own  monthly 
requirements,  come  to  $300.00  — his  business  has  brought  him 
a net  income  of  $500.00  less  $300.00,  or  $200,001 

Have  the  merchant  tell  you  what  his  average  total  of  sales 
per  month  is,  and  what  percentage  he  counts  on  as  average 
gross  profit. 

Calculate  his  gross  profit  accordingly  and  subtract  from 
it  the  figure  he  gives  you  for  monthly  expenses,  and  show 
him  what  his  net  profit  per  month  should  be. 

The  average  small  merchant  will  be  surprised,  as  it  will 
almost  invariably  be  larger  than  he  is  actually  getting,  due  to 
poor  business  methods  and  carelessness. 

Make  it  clear  to  him,  that  if  25  percent  is  his  gross  mar- 
gin, then  75c  out  of  ever^^  dollar  taken  in,  must  be  re-invested 
in  merchandise. 

If  the  total  in  the  ‘^Goods  Bought”  column  each  month  is 
less  than  75  percent  of  his  sales,  his  stock  of  merchandise  is 
being  decreased. 

Emphasize  the  fact  that  if  he  is  not  keeping  up  his  stock, 
or  if  he  is  drawing  out  of  the  business  for  expenses  and  per- 
sonal use,  more  than  25  percent  of  his  sales  (or  whatever  per- 
cent he  figures  gross  profit)  he  is  headed  straight  for  the 
bankruptcy  courts.  Tell  him: 

*‘The  lack  of  just  such  information  has  caused  more  busi- 
ness failures  than  any  other  single  c^use  known  to  modern 
merchandising. 

*‘You  wouldn’t  work  for  someone  else  without  knowing 
how  much  in  wages  you  were  entitled  to  draw.  Why  work  for 
yourself  without  knowing  just  how  much  you  make  and  how 
much  you  can  draw  from  your  business. 

“Your  margin  or  profit,  on  account  of  competition,  cannot 
be  materially  changed.  The  only  way  you  can  increase  your 
personal  drawings  without  bankrupting  the  business  is  to  in- 
crease your  sales  or  decrease  your  expenses.” 


The  ^Spee<r*  Cash  Register's  Reflation  To  Fire  Insurance 

“Do  you  carry  fire  insurance? 

“Think  what  value  to  you  this  “Speed”  Cash  Register 
statement  book  would  be  in  case  of  fire.  It  is  absolutely  nec- 
essary for  you  -to  furnish  proof  of  how  much  stock  was  de- 
stroyed before  you  can  get  the  money  to  which  you  are  just- 
ly entitled. 

“With  this  statement  book  you  can  show  exactly  how 
much  stock  you  paid  for  since  last  inventory,  and  this  column 
shows  your  sales.  Deduct  your  average  profit  from  your 
sales  and  you  have  the  cost  of  the  goods  you  sold  since  inven- 
tory. 

“Take  your  last  inventory,  add  to  it  the  purchases  to  date. 


313 


McCASK:EY  speed  cash  registers^ 


and  deduct  the  cost  price  of  the  goods  you  have  sold,  and  youi 
have  the  amount  of  the  merchandise  cm  your  shelves  at  the 
time  of  your  loss, 

“An  insurance  adjuster  could  be  guided  iiitelligeiTtly  by 
such  a record  in  his  report  to  his  company  covering;  your  loss. 

“Do  you  appreciate  how  valuable  this  record  would  be  to 
you  in  such  a case?  Without  it  you  would,  no  doubt,  be  forced 
to  compromise  on  a settlement  and  would  invariably  lose  mon- 
ey, perhaps  many  times  the  price  of  this  cash  register.” 

(NOTE  TO  SALESMAN:  If  you  will  thoroughly  master 
this  Fire  Insurance  argument.  It  alone  is  sufficiently  strong 
to  close  hundreds  of  sales.  It  is  so  absolutely  true,  and  so 
many  merchants  who  have  fire  insurance  losses  are  so  abso- 
lutely helpless  when  the  adjuster  calls.,  that  they  will  appre- 
ciate its  value.) 


IN  MEETING  OBJECTIONS  TO  PRICE 

"*$150  is  a lot  of  money/’' 

“Your  $40  a day  business  amounts  to  $12,00d  a year,  (leav- 
ing out  Sundays  and  Holidays,  310  days.)  $12,400  is  handled, 
through  your  cash  drawer  every  year  without  a check  on  it. 
$12,400  is  a lot  of  money  to  handle  without  protection  against 
mistakes,  carelessness  and  temptation. 

“The  fact  that  but  $40  a day  is  handled  through  your  cash 
drawer  does  not  alter  the  fact  that  over  $12,400  is  handled  by 
your  clerk  and  yourself  without  check  every  year. 

“That  cash  drawer  is  opened  perhaps  hundreds  of  times 
every  day  and  every  time  it  is  opened  it  furnishes  chances  for 
loss  of  your  money  by  mistakes  or  temptation.  Doesn't  50c 
a day  for  a few  months  to  prevent  these  chances  look  ridicu- 
lously small,  besides  $12,400  of  your  uncounted  money,  or  over 
$60,000  in  five  years. 

“Is  it  good  business,  Mr to  risk  such  sums  un- 

counted and  unchecked?  When  you  can  protect  it  for  all  fu- 
ture time  by  paying  50c  a day  for  a few  months?" 


“What  if  your  banker  told  you  of  a new  Savings  ’Depart- 
ment, where  you  could  deposit  $30  now  and  $15  a month  until 
you  had  paid  in  $150  (price  of  the  register). 

“Where  you  could  draw  30  per  cent  interest  on  $150  from 
the  day  you  deposited  the  original  $30  — you  would  pay  no 
more  than  $150,  but  would  continue  to  draw  30  per  cent  of  the 
balance  of  your  life  — would  you  take  him  up?  Yes.  And  yet 
% you  have  agreed  that  the  prevention  of  carelessness  and  mis- 
takes and  the  removal  of  temptation  ought  to  be  worth  50c  a 
day  to  you.  That  is  over  100  percent  on  your  investment;  25c 
a day  is  over  50  percent.  15c  a day  in  increased  information 
and  protection  to  you  and  in  losses  prevented  would  be  over 
30  percent  a year. 

“50c  a day  for  a few  months  pays  for  this  system. 

“Can  you  afford  to  be  without  it?" 

“Mr your  banker  is,  no  doubt,  a very  good  bus- 

iness man.  Would  he  advise  you  to  continue  your  business 


314 


Mc'CASKEY  speed  cash  registers 


with  $12,400  a year,  handled  through  a common  money  drawer 
which  gives  .you  no  check  on  your  cash,  but  invites  losses? 

“It  is  perfectly  safe  to  assume  that  he  would  strongly 
recommend  that  you  install  a cash  register  but,  doubtless,  he 
would  caution  you  to  buy  a moderate  priced  one,  such  as  we 
diave  here/’ 


“You  have  a computing  scale,  (or  other  piece  of  equip- 
ment). Do  you  like  it?  Is  it  worth  the  price  you  paid  for 
lit?  It  is  a fine  thing  in  convenience  and  in  preventing  mis- 
takes in  figuring  prices  and  preventing  over-weight,  although 
it  is  used  on  only  a part  of  your  sales. 

“Why  be  so  careful  about  over-weight  and  figuring  prices 
on  part  of  your  goods  if  the  cash  for  them  goes  into  a common 
money  drawer  with  no  check:  on  it?  And  how  about  the  cash 
for  all  the  other  articles  which  are  not  weighed?  The  cash 
register  is  used  to  protect  100  percent  of  your  cash, 

“Isn^t  $150  a low  price,  by  comparison,  and  isn’t  it  good 
business  to  place  such  protection  on  your  cash,  the  thing  you 
.are  in  business  for,  Mr ?” 


“Would  you  pay  an  infallible  person  — if  one  could  be 
found  — $2.90  a week  to  work  for  you  if,  when  you  or  your 
clerks  turned  over  to  him  the  amount  of  each  sale,  he  would 
add  it  into  a total  that  could  not  be  changed,  and  if  he  showed 
the  amount  he  had  added,  to  you  and  your  clerks  and.  as  each 
;sale  was  made  he  held  up  figures  to  guide  you  or  your  clerks 
in  making  change?  Beside  that,  he  would  keep  your  sales 
totaled  up  to  the  minute  so  that  you  could  balance  your  cash 
instantly  whenever  you  had  a mind  to  do  so.  He  would  tell 
you  how  many  times  the  register  was  operated,  how  many  cus- 
tomers were  served,  the  average  amount  of  individual  sales, 
how  many  times  the  register  was  used  for  other  transactions, 
the  amounts  paid  out  of  the  cash  drawer,  etc.;  in  fact,  provide 
you  full  control  over  the  activity  of  your  store  and  your  cash. 
If  he  came  to  work  every  morning  before  anyone  else,  worked 
all  day  without  lunch,  never  loafed  or  took  a day  off ; would 
you  pay  him  $2.90  a week? 

“If  you  did  you  would  pay  him  more  than  the  price  of  this 
register  the  first  year.  Then  you  would  pay  him  the  price  of 
another  register  next  yean 

“If  he  quit  you  would  be  ahead  all  the  money  he  had  saved 
you,  but  he  w'^ould  not  refund  any  of  the  first  year’s  salary  you 
had  paid  him. 

“If  you  pay  this  cash  register  for  doing  the  same  work 
for  you,  it  will  work  the  second  year  and  each  succeeding  year 
for  nothing,  and  it  will  always  refund  a good  percentage  of 
the  original  price  at  any  time  you  should  part  with  it, 

“Could  you  make  a better  business  decision,  Mr.  

than  to  allow  this  register  to  begin  work  for  you  at  once,  pro- 
tecting the  receipts  of  your  business 


“There  is  no  fire  insurance  to  be  had  that  does  not  require 
the  payment  of  a premium  every  year.  Yet  this  cash  register 
serves  you  as  insurance  protection  and  one  year’s  premium, 


315 


McCASKEY  SPEET)  CASH  REGISTERS 


paid  out  of  its  earnings,  gives  you  a paid  up  policy  for  life. 

“If  50c  a day  for  such  protection  on  your  money  looks  big 
to  you,  the  proprietor  of  the  business,  how  do  you  suppose  it 
looks  to  your  clerk,  a salaried  man?  50c  a day  is  more  than 
$150.00  a year. 

“What  are  you  going  to  do  to  remove  temptation  and  care- 
lessness? What  incentive  has  your  clerk  to  be  careful  in  hand- 
ling your  money?  You  would  not  know  the  difference,  if  he 
made  a mistake,  and  he  knows  it. 

“Is  it  fair  to  yourself,  to  your  business  and  to  your  help 
to  allow  cash  to  remain  a constant  temptation,  when  3^ou  can 
so  easily  remove  that  temptation? 

“You  say  you  have  been  running  this  business  successfully 
without  a cash  register  for  years?  Tm  glad  you  have  suc- 
ceeded, but  now  honestly,  do  you  figure  you  are  money  ahead 
by  not  having  a cash  register  during  the  past  j^ear  ? 

“Hundreds  of  times  you  have  taken  the  money  from  your 
cash  drawer  without  knowing  how  much  you  should  be  taking 
from  it. 

^'Are  you  satisfied  to  continue  assuming  and  guessing 
every  night  that  mistakes  and  carelessness  have  not  cost  you 
money  ? 

“Don't  you  think,  Mr , the  time  has  come  to  stop 

guessing?'' 


Any  merchant,  using  a common  cash  drawer,  will  admit 
he  could  be  short  50c  a day  and  never  miss  it. 

That  being  true,  then,  he  could  systematically,  day  by  day, 
lay  aside  50c,  and  at  the  end  of  the  month  have  enough  laid 
aside  to  make  a $15  monthly  payment. 

If  he  says  “Everything  is  all  right  and  you  have  a good 
register,  but  I won't  buy  now,  I haven’t  the  money  to  spare." 
Say  — 

“Why  is  it  a good  thing  for  j^ou?  Isn't  it  because  it  would 
protect  your  cash,  and  that's  what  you  are  in  business  for, 
what  you  are  working  for  every  day;  because  it  would  stop 
mistakes  and  enforce  carefulness,  thus  saving  money  for  you? 

“Now  this  register  would  be  either  an  expense  or  a saving 
for  you;  it  couldn’t  be  both. 

“A  dollar  lost  is  the  net  profit  on  $20  worth  of  sales  at 
5 percent,  isn't  it?  The  next  $20  worth  of  sales  would  have  to 
be  made  without  any  profit  to  make  up  that  loss. 

“Did  you  ever  stop  to  think  that  every  loss  in  your  busi- 
ness comes  out  of  the  net  profit,  out  of  the  money  you  can 
personally  take  out  of  the  business? 

“Your  wholesaler  insists  on  his  money,  your  landlord  in- 
sists on  the  rent,  your  taxes,  insurance  and  light  bills  go  on 
just  the  same.  Your  clerk  insists  on  his  salary  each  week. 
He  doesn't  stand  any  of  j^our  losses  even  if  he  causes  them. 

“You  personally  lose  it.  You  can't  escape  losing  it  by  as- 
suming that  it  comes  out  of  the  gross  business  for  the  day, 
for  it  doesn't. 


316 


McCaSKEY  speed  cash  registers 


'‘The  longer  you  put  off  guarding  against  carelessness  and 
mistakes  the  more  they  will  cost  you;  the  more  you  will  be 
paying  for  a cash  register  without  owning  one. 

“Don’t  you  believe  you  have  already  paid  for  a cash  reg- 
ister in  your  business,  Mr , and  don’t  you  believe 

it  is  only  good  common  business  judgment  to  stop  such  drains 
on  your  personal  profits  by  starting  today  the  use  of  this 
system  ?” 


It  will  sometimes  happen  that  a merchant  will  say  that  he 
knows  how  much  money  he  should  have  at  night,  or  that  no 
money  could  be  missing  without  him  knowing  it.  Whether 
or  not  he  feels  sincere  in  this  statement,  which  is  not  true,  he 
will  have  to  retract  it  without  feeling  angered  at  you  if  you 
proceed  as  follows  : 

See  that  the  register  is  reset  to  zero.  Ring  up  perhaps 
five  or  six  sales  amounting  in  all  to  perhaps  $4.86,  calling  out 
each  sale  as  you  register  it  and  placing  the  proper  amounts  of 
money  in  the  cash  drawer  as  each  sale  is  made.  Close  the 
drawer  quickly  after  each  sale;  then  ask  him  — 

“Now,  Mr how  much  money  have  we  here  in  the 

drawer  ?”  He  will  not  know. 

Then  let  him  see  the  adding  wheels  and  ask  him  the  same 
question.  Open  the  cash  drawer  and  let  him  count  the  money 
and  see  that  it  balances  with  the  amount  shown  on  the  adding 
wheels.  Now  ask  him  point  blank  — 

“How  much  money  is  in  your  cash  drawer  right  now?” 


OBJECTION  TO  SINGLE  OPERATING  KEY 

“The  highest  priced  cash  registers  in  the  world,  those 
which  have  been  sold  to  the  largest  and  busiest  stores,  have 
two  levers  which  must  be  used  on  every  sale  in  addition  to 
the  amount  keys,  and,  unless  it  is  an  electrically  operated  reg- 
ister a handle  must  be  turned  twice  on  each  registration.  That 
takes  four  or  five  times  as  long  to  record  a sale  as  it  does  on 
the  McCaskey  SPEED  Cash  Register.  Is  it  slower?” 


“About  how  many  sales  a day  do  you  have?  Two  hundred. 
It  takes  less  than  two  seconds  to  record  a sale  on  the  McCas- 
key SPEED  Cash  Register.”  (Show  him).  That  is  less  than 
seven  minutes  per  day  to  record  all  of  them.  Think  of  it. 
You  or  your  clerk  will  use  up  that  much  time  talking  to  custo- 
mers on  various  topics,  perhaps  several  times  each  day. 

“Any  sale  you  will  make  will  require  from  two  to  ten 
minutes  waiting  on  the  customer.  Two  seconds  is  mighty 
small  time  to  make  sure  of  a proper  record  and  check  on  your 
cash.  . 

“Why  don’t  they  build  automobiles  with  four  control  lev- 
ers, one  each  for  low  speed,  intermediate,  high  speed  and  for 
reverse.  They  use  one  lever,  don’t  they.  Did  it  ever  occur  to 
you  that  it  took  engineering  to  figure  out  the  one  lever  gear 
shift  and  you  know  how  much  handier  it  is  than  four  levers 
would  be?” 


317 


McCASKEY  SPEED  CASH  REGISTERS 


IN  MEETING  ‘^PREFER  OTHER  MAKES^^  OBJECTIONS 

One  of  the  best  ways  of  meeting  any  objection,  which 
applies  particularly  to  your  prospect  preferring  some  other 
make  of  register,  is  to  ask  him  “Why?’’ 

He  will  probably  tell  you  because  it  has  this  feature  or 
that.  Ask  him,  “Do  you  believe  such  features  will  be  of  much 
real  or  practical  value  to  you,  and  are  you  willing  to  pay  so 
much  more  for  such  features?’’ 

If  his  answer  is  “Yes,”  ask  him  again,  “Why?”  You  will 
find  that  most  prospects  will  find  it  hard  to  explain  to  you 
good  reasons  why  they  should  have  such  features  at  an  in- 
creased price. 

They  have  had  trained  salesmen  give  them  argument  after 
argument  on  the  value  of  such  features,  or  have  seen  many 
such  features  on  registers  in  stores  in  the  past,  which  is  their 
reason  for  feeling  that  they  should  have  them. 

When  they  study  over  the  matter  and  cannot  explain 
“Why?”  and  are  reminded  that  such  features  cost  money,  they 
weaken  in  their  belief  considerably.  Then  when  reminded  that 
such  features  are  permanently  used  by  an  extremely  small 
percentage  of  merchants  that  have  paid  for  them,  which  fact 
they  know  to  be  the  case,  (but  need  reminding  of)  they  have 
no  good  reasons  for  their  argument. 


If  he  brings  up  “Tape  Printing”  Registers  ask  him  “Why?” 
He  will  probably  tell  you  so  that  he  can  see  whether  a clerk 
rang  up  a certain  sale,  and  make  a test.  Say  — 

“Did  it  ever  occur  to  you  that  you  can  make  the  same  test 
without  a tape  printer?  Before  tape  printing  registers  were 
built  salesmen  formerly  told  you  merchants  how  to  make  such 
tests  without  tape.  Let  the  man  you  send  in  the  store  to  make 
a test  sale  make  his  purchase  at  an  opportune  time,  which  will 
probably  be  when  the  clerk  is  alone,  as  that  is  the  only  time 
he  would  take  advantage  of  it.  Let  your  man  make  a $1.50  pur- 
chase and  hand  the  clerk  two  50c  pieces  and  two  quarters  and 
quickly  turn  to  leave  the  store  with  the  goods.  When  he 
hears  the  cash  register  bell  ring  let  him  turn  around  and  say, 
‘Oh  yes,  I want  a pound  of  butter.  A package  of  cigarettes, 
etc.’  Let  him  see  what  the  clerk  has  registered  and  report  to 
you. 

“This  v/ould  be  equally  effective  because  he  would  know 
the  amount  he  read  on  the  indicators  was  the  amount  the  clerk 
had  just  rung  up. 

“You  know  lots  of  merchants  who  have  spent  a high  price 
for  a tape  printing  cash  register,  but  you  know  as  well  as  I, 
'that  they  don’t  use  the  tape,  and  the  tape  printer  mechanism  is 
gummed  up  and  out  of  order.  If  they  wanted  to  make  a test 
with  it,  they  would  make  a test  just  the  same  as  if  they  were 
using  a McCaskey  SPEED  Cash  Register.” 

Mention,  if  possible,  some  of  the  leading  merchants  you 
know  who  have  tape  printers,  and  have  no  paper  on  their  reg- 
isters, type  gummed  up,  etc.  A few  calls  that  you  have  prob- 
ably made  in  canvassing  around,  have  located  them  for  you, 
if  you  are  at  all  observant  of  such  matters. 


318 


McCASKEY  SPEED  CASPI  REGISTERS 


The  tape  printing  cash  register  referred  to  here  includes 
the  press  down  key  types  of  cash  registers,  similar  in  capacity, 
etc.,  to  the  McCaskey  SPEED  Cash  Register,  which  have  a 
tape  on  which  the  amounts  of  the  sales  are  printed  when  reg- 
istered, The  tape  merely  presents  the  proprietor  with  a list 
of  amounts  without  other  designations  or  information  what- 
ever. These  tape  printing  cash  registers  are  not  to  be  con- 
fused with  cash  register  systems  such  as  the  McCaskey  A-B-C 
line  on  which  the  detail  strip  presents  the  proprietor  with  a 
complete  picture  of  his  business  from  many  desirable  and  im- 
portant angles. 


The  same  line  of  reasoning  as  the  above,  on  tape  printers, 
will  also  hold  true  when  ticket  printing  registers  are  men- 
tioned. In  making  your  store-to-store  canvass,  make  a note 
of  the  names  and  addresses  of  merchants  who  have  purchased 
high  priced  cash  registers  with  the  tape  and  ticket  printing 
features,  which  they  are  not  using.  Keep  this  list  up-to-date. 
The  larger  the  list,  the  better. 

Do  not  hesitate  to  show  this  list  to  prospects  who  express 
a desire  for  tape  or  ticket  printing  registers.  Such  a list  will 
be  convincing  proof  of  the  impracticability  of  such  features  in 
the  average  store,  and  emphasizes  the  folly  of  his  spending  a 
lot  of  money  for  something  that  few  other  merchants  use. 
By  making  up  such  a list,  you  will  very  quickly  sell  yourself 
on  the  very  small  percentage  of  merchants  using  such  fea- 
tures, and  on  the  fact  that  the  McCaskey  SPEED  Cash  Regis- 
ter provides  all  the  features  of  protection  that  they  are  actual- 
ly using  on  their  high  priced  machines. 


MISCEI.LANEOUS  OBJECTIONS 
**Your  product  is  too  new,  I will  wait  until  it  is  proved 
out:' 

“You  are  ready  now  for  anything  that  will  save  you  time 
and  mone3^  The  newness  of  this  product  carries  that  mean- 
ing to  you.  There  is  no  other  article  exactly  like  it  because 
it  was  designed  and  introduced  to  meet  your  present  needs  for 
speed  and  accuracy  in  giving  you  records  with  which  to  con- 
trol your  business.  It  is  because  we  have  stepped  ahead  of 
the  old  cash  register  model  that  you  hesitate,  yet  you  can  af- 
ford to  recognize  that  McCaskey  Register  Company  products 
are  proven,  ready  for  practical  use  long  before  they  are  pub- 
licly presented  for  your  consideration.’' 


**What  is  there  to  make  a clerk  go  to  a cash  register? 

“About  90  percent  of  all  retail  sales  call  for  change,  and 
he  must  therefore  go  to  the  cash  register  in  order  to  make 
change.’’ 


‘‘How  will  a cash  register  benefit  me,  just  the  family  and 
myself,  no  outside  help?" 

“By  aiding  you  and  your  family  in  making  change,  by  let- 
ting you  know  when  mistakes  are  made. 

“The  knowledge  that  mistakes  will  show  up  makes  every- 
one careful  and  makes  them  think.  Money  lost  by  mistakes  of 
your  family  is  the  same  as  if  lost  through  mistakes  of  stran- 
gers. 


319 


McCASKEY  SPEED  CASH  REGISTERS 


"‘In  addition  to  that,  the  exact  records  from  the  cash  reg- 
ister which  you  will  copy  into  this  statement  book  will  alone 
pe  worth  many  times  the  price  of  the  register.” 


'Wo,  Pm  not  going  to  buy  a cash  register,*’ 

“Mr , you  may  decide  now  that  you  will  not  buy 

a cash  register,  but  are  you  sure  you  will  not  pay  for  one  dur- 
ing the  next  year?” 

“Can  you  say  as  positively  that  you  are  not  going  to  have 
any  losses  in  handling  your  cash?  Can  you  say  that  your  cash 
is  not  short  of  what  it  should  be,  right  now?  That  a mistake 
has  not  already  been  made  today  that  cost  you  money? 

“You  can  keep  from  buying  a cash  register,  but  honestly, 
do  you  think  you  can  keep  from  paying  for  one?  Are  you 
willing  to  say  that  you  have  no  mistakes,  no  carelessness,  no 
losses  that  are  costing  you  money?  Do  you  believe  that  you 
and  your  clerks  are  100  per  cent  accurate  in  handling  money?’’ 

MULTIPLE  CASH  REGISTER  SYSTEMS 

Many  stores  are  so  arranged  that  several  cash  registers 
furnish  a much  better  system  than  can  be  obtained  by  the  use 
of  a single  register. 

A register  in  each  department  is  more  convenient,  fur- 
nishes quicker  service  to  customers  and  greater  protection  to 
the  merchant. 

The  benefits  may  be  summarized  as  follows: 

1st  — Greater  protection  on  cash,  because  it  is  registered 
almost  the  instant  the  sale  is  made  instead  of  being  carried 
across  the  store  or  to  the  back  of  it.  The  farther  money  is 
carried  before  registered  the  greater  the  chances  of  shrink- 
age. 

2nd  — A separate  register,  showing  the  sales  in  any  one 
department,  enables  a merchant  to  figure  his  profits  in  that 
department,  also  to  check  the  stock  and  figure  his  turnover. 

Merchants  secure  this  information  on  their  cigar  depart- 
ments, soda  fountains,  confectionery,  notions,  groceries  and 
meats  or  any  departments  where  conditions  demand  such  a 
segregation. 

3rd  — The  cost  of  several  “Speed”  Cash  Registers,  in  var- 
ious departments  will  be  much  less  in  many  cases  than  the 
purchase  price  of  a register  built  especially  to  give  such  de- 
partmental totals,  to  be  located  in  one  place. 

A multiple  register  system  is  also  much  quicker  in  the 
handling  of  sales. 

4th  — Clerks  can  wait  on  mdre  customers  in  a given 
length  of  time  and  in  some  stores  less  clerks  will  be  needed. 
This  reduces  overhead  expenses  for  clerk  hire  for  any  volume 
of  sales. 

5th  — Quicker  service  means  better  satisfied  customers. 
Sales  are  not  lost  by  customers  leaving  the  store  without  their 
purchase  or  purchasing  less  than  they  intended,  because  of 
slow  service. 


320 


McCASKEY  SPEED  CASH  REGISTERS 


Those  that  do  buy  are  not  annoyed.  A good  example  is 
the  cigar  counter  in  drug  stores,  especially  on  a transfer  cor- 
ner, or  near  a theatre,  men’s  furnishing  goods  counters,  etc. 

Department  stores  differ  from  general  stores  in  the  fact 
that  they  keep  track  of  the  sales  and  expenses  in  each  depart- 
ment. Large  stores  in  cities,  where  the  competition  is  keen 
and  margins  of  profit  are  close,  are  forced  to  departmentize 
in  order  to  handle  their  business  with  the  intelligence  neces- 
sary to  succeed. 

Big  stores  in  cities  find  it  impossible  to  operate  success- 
fully without  departmentizing  and  having  a means  of  know- 
ing their  profits  and  turnover  in  their  various  lines  of  mer- 
chandise. And  after  all,  the  big  store,  the  department  store, 
is  only  a lot  of  moderate  sized  stores  handling  various  lines 
of  merchandise  under  one  roof. 

Perhaps  the  most  efficiently  departmentized  stores  in  the 
world  are  the  large  chains  of  5c  and  10c  stores.  The  Wool- 
worth  Company,  operating  over  a thousand  stores,  departmen- 
tizes  sales  economically  by  placing  separate  cash  registers  in 
each  department  of  their  stores.  The  same  system  of  depart- 
mentizing is  followed  by  ail  the  other  great  chain  stores,  such 
as,  Kress  & Company,  S.  S.  Kresge  Company  and  others. 

And  an  outstanding  and  convincing  fact  for  any  merchant 
is  that  all  stores  of  these  great  chains  universally  use  cash 
registers  without  high  priced  features,  without  tape  or  ticket 
printing  features. 

Additional  Registers  as  Auxiliary  Equipment 

Many  stores  that  3^ou  will  canvass  are  using  one  cash  reg- 
ister in  a store  where  two,  three  or  more  registers  should  be 
used  for  the  reasons  given.  Observations  in  canvassing  will 
enable  you  to  locate  such  prospects  for  additional  registers, 
or  new  stores  that  should  have  several  registers  instead  of 
one. 

In  many  stores  a situation  will  be  discovered  wherein  sev- 
eral McCaskey  SPEED  Cash  Registers  will  accomplish  to  a 
higher  degree  the  result  desired  than  will  a very  high  priced 
single  cash  register  being  considered;  wherein  a McCaskey 
Cash  Register  System  of  the  A-B-C  line  will  best  meet  the 
requirements  for  a control  register  to  be  supported  by  one, 
two  or  more  McCaskey  SPEED  Cash  Registers  in  isolated  or 
front-store  departments  to  avoid  confusion  and  travel  back 
and  forth  by  clerks  in  handling  change  and  giving  speedy  ser- 
vice.   

DISADVANTAGES  OF  OLD  V/AYS  OF  HANDLING 
MONEY 

Ready  summaries  of  the  disadvantages  of  the  common 
cash  drawer,  the  cash  drawer  and  counter  pad  or  day  book, 
and  the  cash  drawer  and  cashier  together  with  the  opposing 
advantages  of  the  McCaskey  SPEED  Cash  Register  will 
prove  valuable  in  meeting  these  old  methods  of  handling  cash 
and  attempting  cash  control.  The  disadvantages  of  the  old 
methods  are  overcome  with  simplicity  and  thoroughness  by 
the  installation  of  the  McCaskey  Speed  Cash  Register. 

The  Disadvantages  of  the  Common  Cash  Drawer 

No  way  of  knowing  whether  cash  is  correct  or  short. 

Constant  temptation  of  uncounted  money. 

Cash  cannot  be  balanced. 


321 


McCASKETY  SPEED  CASH  REDISTEUS: 


No  way  of  knowing  how  much  should  be  in  the  drawer  at 
any  one  time. 

No  way  to  settle  a dispute  over  “short  change.” 

Clerk  has  no  guide  in  making  change. 

Makes  clerks  careless;  mistakes  easy. 

Money  paid  out^  without  written  record  is  not  accounted, 
for. 

No  way  of  knowing  how  many  customers  are  served. 
Opposing  Advantages  o£  the  SPEED  Cask  Register 

Know  if  cash  is  over  or  short  and  how  mucin 

Recorded  cash  removes  temptation. 

Cash  can  be  balanced  at  any  time. 

Know  at  all  times  just  how  much  should  be  in  the  cash 
drawer. 

Can  satisfy  customer  in  dispute  over  “short  change.” 

Indicators  prove  help  in  making  change  accurately. 

Money  paid  out  without  written  record  will  be  detected. 

Tells  how  many  customers  have  been  served. 

The  Disadvantages  of  the  Cash  Drawer  and  Cashier  and  Stub 
Checks,  Sales  Books,  Etc. 

Customer  can  walk  out  without  paying. 

Customer  can  purchase  from  two  or  more  clerks,  get  two 
or  more  checks  or  slips  and  gay  but  one. 

Service  to  customers  is  slowed  up. 

Cashier  provides  no  protection  and  merchant  must  accept 
second-hand  information  on  cash  records. 

Plan  is  thrown  into  confusion  with  absence  of  cashier. 

Cashier’s  salary  is  unnecessary  overhead  expense  as  long 
as  a cashier  is  employed. 

Opportunity  for  mistakes  frequent  in  reading  clerk  fig- 
ures. 

No  guide  to  business  obtainable  until  cashier  provides  to- 
tals at  the  end  of  the  day. 

No  easy  practical  way  of  knowing  how  many  customers 
have  been  served. 

Opposing  Advantages  of  the  SPEED  Cash  Register 

Payment  is  made  to  clerk  and  recorded  at  time  of  sale. 

Clerks  complete  individual  sales  before  permitting  cus- 
tomers to  pass  to  other  clerks  for  additional  purchases. 

Service  to  customers  is  rapid  and  satisfying. 

Merchant’s  records  are  automatically  recorded  and  pro- 
tected. 

The  McCaskey  SPEED  Cash  Register  is  never  absent. 

There  is  no  expense  to  become  permanently  a drain  on 
profits. 

Indicators  protect  against  mistakes  while  change  is  made 
at  time  of  sale. 

Merchant  is  provided  a guide  to  business  at  any  time 
during  business  day. 

Tells  how  many  customers  have  been  served. 

322 


McCASKEY  SPEED  CASH  REGISTERS 


Disadvantages  ai  Autographic  Registers  — 

Are  aboul  the  same  as  cash  drawer  with  pencil  written 
records. 

Old  Style  Detail  Adding*'  Cash  Registers 

Cash  cannot  be  balanced  quickly,  on  these  registers,  as  ad- 
<iitions  are  made  on  numerous  adding  wheels,  two  wheels  to 
look  at  for  each  key  of  the  register. 

A “Detail  Adder’'  is  a non-printing  register,  with  counters 
under  the  cover  plate,  connected  individually  with  each  key^ 
so  that  the  totals  of  amounts  registered  by  each  separate  key 
are  shown  on  separate  counters.  For  instance : Three  de- 
pressions of  the  five-cent  key  would  be  shown  on  the  counter 
for  that  key  as  15c;  four  depressions  of  the  twenty-five  cent 
key  would  be  shown  on  its  counter  as  $1.00,  etc. 

The  total  of  each  thirty  items  are  in  turn  transferred  to 
a second  counter.  Thus  each  key  has  two  counters,  and  a 
twenty-one  key  machine  would  therefore  have  forty-two  coun- 
ters, and  to  ascertain  the  total  of  the  day's  sales  at  the  close 
of  business,  it  is  necessary  to  read  off,  and  cross  add  or  set 
•down  for  adding  the  amounts  of  each  counter. 

DETAIL  ADDERS  — while  outwardly  appearing  to  Fe 
•quite  valuable  machines,  have  a very  poor  resale  value.  They 
have  not  been  manufactured  for  years  and  are  entirely  out  of 
•date. 

The  Disadvantages  of  the  Cash  Drawer  and  Counter  Pad 
or  Daybook 

Cannot  balance  cash  quickly. 

When  cash  does  “balance'’  no  assurance  that  it  is  not  short 
for  following  reasons 

It  may  be  short  $1,  but  someone  failed  to  write  down  a 
one-dollar  sale,  so  it  apparently  balances. 

Cash,  however,  will  seldom  “balance"  for  following  rea- 
sons: 

Fail  to  write  down  some  sale  or  sales. 

Poor  figures,  read  wrong  and  totaled  wrong. 

Almost  the  same  temptation  to  clerks  as  without  the  writ 
ten  records,  as  clerks  can  write  down  a smaller  amount 
than  the  sale,  or  make  no  record  at  all  with  very  little 
chance  of  detection. 

Even  if  records  are  properly  made,  they  can  be  easily  al- 
tered, erased  entirely  or  read  wrong  in  adding  up. 

No  easy,  practical  way  of  knowing  how  many  customers 
have  been  served. 

Opposing  Advantages  of  the  ''Speed"  Cash  Register 

Cash  balanced  quickly. 

Cannot  forget  to  make  record,  as  record  is  made  before 
drawer  opens  to  receive  the  money. 

Mechanical  addition  of  sales^  on  steel  adding  wheels  is 
accurate;  no  chance  of  mistakes  in  figures. 

323 


McCA^KEY  SPEED  CASH  REGISTERS' 


Indicators  great  help  in  making  change. 

Records  made  on  adding  wheels  are  locked  up,  are  un- 
changeable and  cannot  be  erased  or  altered. 

Tells  how  many  customers  have  been  served. 

PHYSICAL  AND  SERVICE  ADVANTAGES  OF  THE 
McCASKEY  SPEED  CASH  REGISTER 

With  every  advantage  of  the  McCaskey  SPEED  Cash 
Register  at  the  tongue’s  end,  you  will  be  fully  equipped  to 
summarize  effectively  the  phj^sical  and  service  features  for 
the  prospect.  Following  are  sentence  paragraphs  covering 
each  of  the  features  of  the  register. 

The  cash  register  — 

A total  adding  cash  register  for  registering 
cash  sales  by  the  new,  speedy  principle  of  the 
single  operating  key,  providing  a cash  drawer 
for  holding  cash,  ‘Customer’  and  ‘No  Sale^ 
counters  for  a check  on  customers  served  or 
number  of  sales  made.  ^ 

The  statement  book  — : 

A pocket  size  record  book  providing  permanent 
records  of  cash  received,  goods  bought,  ex- 
penses, personal  withdrawals  of  cash,  the  cash 
total  in  the  cash  drawer  and  the  number  of  cus- 
tomers served  for  both  daily  and  monthly  com- 
parisons. , ^ 

Models  and  capacities  — 

Six  models  include:  No.  295  S (5c  to  $2.95  capa- 
city); No.  399  M (Ic  to  $3.99  capacity);  No.  695 
M (5c  to  $6.95  capacity);  No.  999  M (Ic  to  $9.99 
capacity)  ; No.  999  E (Ic  to  $9.99.  capacity) ; No. 

9995  E (5c  to  $99.95  capacity). 

Cash  drawer  — 

Three  sizes  of  cash  drawer,  small,  medium  and 
large,  are  designated  by  the  letters  in  the  model 
number. 

The  small  drawer  Includes  five  change  tills  and 
one  for  bills,  checks,  etc;  the  medium  drawer 
includes  six  change  tills  and  two  for  bills, 
checks,  etc. ; the  large  drawer  includes  six 
change  tills  and  three  for  bills,  checks,  etc. 

The  initial  letters  S,  M and  E in  the  model 
numbers  indicate  that  the  register  is  equipped 
with  the  small,  medium  or  large  cash  drawer. 

Single  operating  key  — 1 

The  operating  key  which  operates  the  regis- 
ter and  registers  cash  sales;  controls  indi- 
vidually registrations  of  5c  multiples  from  5c 
to  95c  and  no  sale  transactions. 

Set-up  keys  — : 

A penny  set-up  key  for  registering  amounts 
ending  in  1,  2,  3,  4,  6,  7,  8 and  9 cents;  a dollar 

324 


SPEED  CASH  REGISTERS 


S|e.t-up  key  for  regi3tering  the  number  of  .dol- 
lars; and  a ten  dpllar  set-up  key  ior  registering 
tens  oi  , dollars*  i.,  i.  i i., 

Nos.  295  S and  695  M include  ^the  dollar -set- 
up key;  Nos.  399  M,  999  M and  999  L,  include 
the  penny. and  dollar  spt-up  keys ; Njo.  9995  L 
includes  tfife"^  dbllaf"  ;^n(f "ten'Mollat’ '^fet-up  keys. 


i. 


Bell  — 


Mechanically  operated  when  drawer  opens  ah- 
iiouncing  that  the  cash  drawer  is  apening.  ^ J 


^ ;tri 

Indicators 


Large  visible  numerals  or  words,  “No  Sale,’* 


erected"  when  cash  sales  are’  registered  or  when 
drawer  is  opened  and  no  amount^is  registered. 


Indexes  — ^ ^ 'g 

Printed  metal  indexes  for  use  in  directing 
operation  of  the  Single  Operating  Key, 
pehny,  dollar  and  ten  dollar  set-up  keys.  " 


the 

and 


Total  adding  counters  — 

! Adding  .wheels  on  which  the  total  amount  reg- 
fj.Astered.  in  the  register  is  accumulated*  . 


Total  adding  counter  control  shutter  — 

Shutter  over  the^  total  adding  wheels  accu- 
mulating the  amounts  registered;  can  be  open- 
ed by  key  only.’ ’ ‘ 

■ If^  if*  ; V ' ) 

Reset  control 

Key  lock^on^the  left  hand  side  toward  the  top 
-by  which  the  reset  key  slotsf  used  in  resetting 
the  total  adding  counter  and  customer  and  no 
sale  counters  are  controlled.  . ok  . . > 


Control  counter  — 

Adding  wheels  on  vvhich^*‘r  is^ added  each  time 
thc'  total  adding  counter  and.  customer  and  no’ 
sale  counters  are  exposed  to  view^,  ..r 

Customer  counter  — 

Adding  "wheels  oh  which  *1*  is  added  each  tinie 
the  register  is  operated. 


No  sale  counter  — 

Adding  wheels  on  which  ‘1’  is  added  each  time 
the  register  is  operated  on  the  ‘No  Sale*  posi- 
tion. 


Customer  and  no  sale  counter  control  shutter  — 

Shutter  under  which  the  customer  and  no  sale 
counters  secretly  add  according  to  their  re- 
spective functions ; can  be  opened  by  key  only. 

Cash  drawer  and  mechanism  lock  — 

Lock  at  left  side  toward  bottom  which  com- 
pletely locks  the  entire  mechanism  and  cash 
drawer. 


McCASKEY  SPEED  CASH  REGISTERS 


Cash  drawer  release  — 

Lock  at  right  side  toward  bottom  connecting 
direct  with  the  drawer  and  having  no  connec- 
tion with  the  register  mechanism,  making  it 
possible  to  open  the  cash  drawer  with  the 
reset  key  under  any  circumstances. 

SERVICE  ADVANTAGES 
As  cash  register  — 

Registers  cash  sales  — 

Provides  record  of  paid  out  items  — 

Provides  record  of  received  on  account  amounts  — 
Indicators  show  amount  of  each  sale  when  registered — 
Indicators  show  ‘No  Sale’  when  register  is  operated 
for  purposes  other  than  registering  sales  — 

Gives  a total  of  the  day’s  cash  sales  in  the  total  add- 
ing wheels  at  any  time  and  at  the  close  of  the  day — 
Gives  total  of  times  register  has  been  operated  — 
Gives  total  of  times  operated  for  ‘Customer’  sales  — 
Gives  total  of  times  operated  for  ‘No  Sale’  transac- 
tions — 

Gives  privacy  and  protection  to  records  by  control 
shutter  over  total  adding  counter,  customer  and  no 
sale  counters  and  by  control  counter  — 

Protects  cash  drawer  by  lock  — 

Provides  controlled  method  of  opening  cash  drawer 
without  disturbing  total  adding  wheels  and  other 
register  mechanism. 

As  a business  system  through  services  of  the  Statement  Book: 

Furnishes  following  information  for  permanent  and  com- 
parative record  — 

■Daily  and  monthly  cash  receipts  — 

Daily  and  monthly  purchases  — 

Daily  and  monthly  expenses  — 

Daily  and  monthly  totals  of  personal  withdrawals  — 
Daily  and  monthly  totals  of  money  actually  in  the 
cash  drawer  at  the  end  of  the  day  — 

Daily  and  monthly  totals  of  the  customers  served. 


326 


McCASKHY  ADDING  MACHINES 


Chapter  VI 

Tke  McCaskey  Adding  Mackines 

In  the  developing  of  the  registering  and  adding  machine 
as  an  important  part  of  the  McCaskey  Cash  Register  System, 
the  natural  result  was  the  development  of  a McCaskey  Adding 
Machine  as  well.  Consequently,  the  listing  of  the  McCaskey 
System  products  today  includes  adding  machines,  two  models, 
which  constitute  as  profitable  an  adding  machine  investment 
as  any  business  can  make.  The  McCaskey  Adding  Machine  is 
an  outstanding  office  or  store  equipment.  It  adapts  itself  to 
the  needs  of  the  merchant  or  any  other  business  most  readily. 
It  is  a true  money  saving  and  time  saving  factor  in  any  busi- 
ness where  the  adding  machine  need  exists  and  is  offered  at  a 
price  which  establishes  it  as  worthy  of  the  consideration  of 
any  adding  machine  prospect.  In  the  following  paragraphs  you 
will  learn  of  the  developing  of  the  adding  machine  as  a device 
and  of  the  reasons  why  the  standard  keyboard,  McCaskey  Add- 
ing Machine  demands  acceptance  and  is  readily  sold. 

Since  1887,  forty  years  and  more,  there  have  been  adding 
machines  on  the  market.  The  standard  keyboard  machines 
gained  the  earliest  recognition  and  the  lead  among  adding  ma- 
chines as  salable,  usable  products.  They  have  maintained  that 
lead  against  all  competition  and  are  today  the  holders  of  add- 
ing machine  leadership. 

Thirty-five  years  of  adding  machine  experience  have  demon- 
strated that,  with  the  exception  of  one  or  two  specialized  cal- 
culating devices,  the  only  machines  to  meet  success  in  a large 
way  on  the  adding  machine  market  have  been  standard  key- 
board, adding  and  listing  machines.  Two  reasons  for  this  con- 
dition are  convincing.  The  standard  keyboard  was  most  ac- 
ceptable to  big  business  as  well  as  to  small;  and  there  is  yet 
to  develop  any  really  keen  price  competition  to  such  machines. 

Experts  in  adding  machine  building,  men  who  have  worked 
with  the  10-key  machine  idea,  the  typewriter-adding  machine 
and  other  calculating  devices  have  finally  realized  that  the  fu- 
ture of  the  adding  machine  rests  in  a simplified  full-keyboard, 
standard  machine  of  rugged  construction.  They  have  recog- 
nized the  importance  of  the  machine  being  so  standardized 
from  the  standpoint  of  manufacture  that  it  can  be  produced  in 
quantity  and  at  low  cost. 

On  such  principles,  and  with  such  understanding  the  Mc- 
Caskey Adding  Machine  was  constructed  and  put  on  the  mar- 
ket. With  this  knowledge  of  adding  machine  development  to 
guide  him  the  salesman  is  enabled  to  intelligently  present  the 
McCaskey  Adding  Machine  as  the  most  modern,  most  practical 
and  most  reasonable  in  price  toward  giving  the  maximum  advan- 
tages of  an  adding  and  listing  machine. 


401 


McCASKEY  ADDING  MACHINES 


Outstanding  McCaskey  Features 

Certain  outstanding  features  of  the  McCaskey  Adding 
Machine  make  clear  its  exceptional  value.  These  features  re- 
veal definitely  why  the  McCaskey  is  adapted  so  ably  to  modern 
business  needs. 

The  McCaskey  is  a perfected  adding  and  listing  machine 
from  the  standpoint  of  visability.  In  three  ways  it  meets  the 
demands  of  visibility  toward  granting  speed  in  operation  and 
accuracy  in  results.  It  is  visible  as  to  printing  on  the  tape  or 
detail  strip;  it  is  visible  as  to  keyboard;  and  it  is  visible  as  to 
total  dials.  It  grants  triple  visibility  in  operation. 

The  McCaskey  has  the  standard  keyboard  on  which  the 
keys  are  arranged  in  columns  like  a ledger.  This  form  is  ac- 
cepted as  standard  because  it  is  the  fastest  style  of  keyboard. 
An  operator  can  strike  as  many  keys  as  desired.  Ciphers  print 
automatically.  The  keyboard  is  self-correcting;  the  striking 
of  a right  key  will  unseat  the  wrong  one.  No  time  is  required 
to  make  corrections.  It  is  the  keyboard  most  acceptable  to  the 
public  for  these  several  important  reasons. 

Two  additional  factors  in  producing  speed  in  operating 
the  McCaskey  are  found  in  the  one-stroke  total  and  the  rapid 
handle  action.  When  the  total  key  is  depressed  and  the  handle 
is  drawn  forward  the  machine  prints  the  total  immediately. 
Most  machines  require  an  extra  stroke  before  printing  the 
total.  The  McCaskey  handle  will  operate  at  a speed  of  170 
strokes  a minute.  This  is  from  20  to  50  strokes  faster  than 
the  average  machine. 

The  McCaskey  is  easy  to  operate  wherever  its 
service  is  required.  For  counter  use,  desk  use,  warehouse  use, 
etc.,  the  McCaskey  is  quickly  adapted  to  the  needs  of  the  user. 
Whether  sitting  or  standing  the  operator  has  complete  control 
as  the  result  of  triple  visibility  and  the  convenience  of  the  key- 
board and  operating  handle.  The  McCaskey  is  portable,  easily 
moved  to  the  most  convenient  place  for  use.  Its  weight  in 
the  full  capacity  style  is  but  27  1-2  lbs. 

The  McCaskey  not  only  covers  the  listing  and  adding  re- 
quirements of  its  users  but  is  a calculating  machine  as  well. 
Subtraction,  multiplication  and  division  are  practical  opera- 
tions on  the  McCaskey.  The  instruction  booklet  which  accom- 
panies each  machine  explains  simply  the  manner  in  which  each 
such  function  is  accomplished. 

The  Mechanical  Demonstration 

The  experienced  adding  machine  salesman  has  learned  that 
care  must  be  taken  in  presenting  the  adding  machine  from  a 
mechanical  viewpoint.  It  is,  of  course,  necessary  to  make  a 
mechanical  demonstration.  However,  such  a demonstration 
should  not  be  more  than  five  minutes  in  length  and  should  not 
attempt  to  cover  every  adding  machine  feature.  This  short 
demonstration  establishes  a good  impression,  avoids  confusion 
which  results  when  too  much  is  told  about  any  such  equipment 
and  makes  the  machine  appear  simple. 

Use  of  the  short  demonstration  makes  it  possible  to  hold 
strong  selling  features  of  the  adding  machine  in  reserve.  Points 
which  are  most  effectively  covered  in  the  demonstration  are 
presented  in  the  order  they  can  most  practically  be  discussed. 

The  presentation  of  the  McCaskey  as  a light,  easily 
portable  machine  of  the  standard,  accepted,  modern 

402 


McCASKEY  ADDING  MACHINES 


adding  machine  type — (Place  it  on  the  counter,  if  in  a 
store,  for  practical  application). 

Show  next  the  clear  signal,  the  “T*'  on  the  detail  strip 
that  indicates  the  machine  to  be  clear.  (Tear  off  a 
piece  of  the  tape  with  a on  it  to  aid  the  prospect 
to  center  his  attention  on  what  you  are  showing  and 
discussing.) 

Explain  the  ledger-like  columns,  the  cents,  tens  of 
cents,  dollars  columns  etc.,  and  then  show  how  a fig- 
gure  is  entered  on  the  keyboard;  enter  several  of 
them — call  attention  to  the  automatic  printing  of  the 
ciphers,  to  the  self-correction  feature  of  the  key- 
board, etc.  (Let  your  prospect  set  up  several  items 
and  add  them.) 

Point  out  McCaskey  triple  visibility  by  showing  as  the 
machine  operates  the  three  things  to  see — the  amount 
set  on  the  keyboard,  the  amount  printed  on  the  detail 
strip  and  the  amount  shown  in  the  dials. 

Demonstrate  the  one-stroke  total;  show  the  use  of  the 
non-add  key,  the  repeat  key  and  the  sub-total  key. 

Tell  of  the  faster  handle  action  and  show  how  briskly 
the  handle  operates. 

Call  attention  to  the  capacity  of  the  machines  for  reg- 
istering and  totaling  amounts.  (A  million  dollar 
capacity  on  the  eight  bank  machine;  ten  thousand  dol- 
lar capacity  on  the  six  bank  model). 

Bring  out  emphatically  the  following  facts: 

Mechanical  troubles  are  almost  entirely  eliminated  in 
the  McCaskey  because  of  its  extreme  simplicity  and 
rugged  construction.  In  the  printing  section  alone,  300 
parts  have  been  eliminated  in  the  adoption  of  a one- 
piece  typebar.  (By  putting  in  all  9s  and  drawing  the 
handle  forward  show  these  one-piece  bars).  The  type 
for  tl;!e  entire  column  is  cast  in  one  rugged  block,  do- 
ing away  with  the  individual  type,  springs,  etc.,  form- 
erly required  for  each  number. 

Read  the  McCaskey  guarantee  of  service  on  McCaskey 
adding  machines. 

Close  with  a quotation  of  price  and  terms. 

Facing  Competition 

In  the  course  of,  or  following,  such  a demonstration  cer- 
tain objections  or  questions  may  be  raised  as  the  result  of 
interest  in  competitive  adding  machines.  Against  the  10-key 
adding  machines  the  following  advantages  of  the  McCaskey 
carry  tremendous  weight: 

On  the  standard  keyboard  such  as  that  of  the  McCaskey 
the  ciphers  print  automatically.  In  almost  any  col- 
umn of  figures  ciphers  will  constitute  30%  of  them. 

By  printing  ciphers  automatically,  a thing  not  pos- 
sible with  the  10-key  machine,  the  McCaskey  in  one 
single  instance  eliminates  approximately  30%  of  the 
work  required  by  a 10-key  machine.  In  the  figure 
$100.00,  80%  are  ciphers — 80%  of  the  work  of  record- 
ing that  amount  is  done  automatically. 

403 


McCASKEY  ADDING  MACHINES 


The  McCaskey  is  self-correcting.  The  right  key  de- 
pressed will  unseat  the  wrong  key  in  any  single  bank; 
with  a 10-key  machine,  if  the  error  is  caught  at  all  be- 
fore it  is  printed,  the  entire  amount  so  far  set  up 
must  be  released  and  the  item  re-entered.  Thus  the 
McCaskey  makes  correction  in  but  a fraction  of  the 
time  of  a 10-key  machine. 

The  10-key  keyboard  is  blind,  does  not  reveal  the  item 
set  up — thereby  it  loses  1-3  of  the  triple  visibility  of 
the  McCaskey.  In  cases  where  there  are  no  total 
dials  either,  another  1-3  of  McCaskey  visibility  is  lost 
to  the  10-key  machine. 

Flexibility  of  the  standard  keyboard  of  the  McCaskey 
permits  the  depressing  of  several  keys  at  one  time 
such  as  555,  or  344,  or  567,  etc.  This  is  a factor  add- 
ing to  speed  over  the  10-key  machine  which  permits 
but  one  key  to  operate  at  a time. 

Against  other  standard  keyboard  machines  the  claim  of  the 
McCaskey  is  one  of  simplicity,  ruggedness,  less  parts  to  get  out 
of  order,  and  standardization,  therefore  less  costly  manufac- 
ture. 

The  Application  of  the  McCaskey 

The  application  of  the  McCaskey  Adding  Machine  to  the 
particular  work  of  the  individual  prospect  to  whom  demon- 
stration is  made,  is,  in  reality,  the  second  half  of  the  demon- 
stration and  the  important  thing  in  selling  an  adding  machine 
to  a prospect  slow  to  see  the  advantages  himself  at  the  time 
of  the  mechanical  demonstration.  The  value  of  the  McCaskey 
in  a store,  in  a business  office,  or  in  other  places  where  adding 
machines  have  equal  opportunity  to  serve  with  saving  will 
vary  as  regards  the  application  of  the  machine  to  the  needs 
at  hand. 

Perhaps  the  McCaskey  salesman  will  present  the  adding 
machine  to  a merchant  in  the  large  maiority  of  cases  and  do 
a greater  adding  machine  business  with  merchants  than  the 
adding  machine  salesman  carrying  simply  an  adding  machine  as 
his  full  line  of  products.  The  adding  m.achine  duties  in  the 
store  are  two-fold,  counter  use  and  office  use. 

The  Adding  Machine  on  the  Counter 

The  tremendous  competition  in  retail  business  today  has 
forced  the  use  of  every  modern,  simplified  means  of  handling 
business  with  speed  and  accuracy.  Speed  and  accuracy  are  nec- 
essary in  serving  and  holding  trade.  They  are  necessary  in 
preventing  leaks  and  losses  to  business  and  thus  protecting 
profits. 

The  adding  machine  on  the  counter  fulfills  a very  import- 
ant need  in  the  average  store.  It  enables  the  clerks  making 
sales  of  two  or  more  items  over  the  counter,  cash  or  credit 
sales,  to  rapidly  add  up  the  items  and  get  the  results  with  me- 
chanical accuracy  rather  than  trust  to  mental  or  scratch  pad 
and  pencil  methods.  It  awakes  the  customers  to  the  fact  that 
modern  means  are  being  used  to  keep  accurate  check  of  busi- 
ness done  and  builds  confidence  and  holds  trade. 

The  grocery,  general  store,  meat  market,  hardware  store, 
drug  store,  accessory  store,  dry  goods  store,  and  many  others 
are  particularlv  in  need  of  this  counter  adding  machine  service. 
Too  frequently  at  busy  times  errors  are  made  in  figuring 
the  total  amount  purchased;  these  errors,  in  cases  where  they 

404 


McCASKErS”  ADDING  MACHINES 


favor  the  customer,  are  apt  to  go  unnoticed.  It  is  recognized 
by  many  store  managers  that  all  too  many  such  errors  are  pres- 
ent in  their  business.  Such  managers  have  been  quick  to  take 
advantage  of  methods  which  will  minimize  the  human  element 
in  accurately  handling  sales. 

Thus,  as  a counter  machine,  the  McCaskey  Adding  Machine 
plays  a very  important  part  in  the  selling  operations  of  the 
business.  It  is  able  to  check  total  amounts  of  either  credit  or 
cash  sales  before  the  customers  leave  the  store  and  prevent 
error  at  the  source. 

Other  Adding  Machine  Uses 

The  McCaskey  Adding  Machine  as  an  office  aid  or  general 
business  utility  comes  in  for  constant  use  in  handling  of  daily 
records  of  a business.  Opposed  to  its  services  as  a selling  aid 
the  McCaskey  also  is  of  value  from  the  standpoint  of  buying. 
Each  invoice,  bill  or  statement  covering  purchases,  expenses, 
etc.,  should  be  checked  by  the  adding  machine  to  determine  its 
accuracy  before  payment  is  made. 

Merchants  are  found  who  consider  that  it  is  the  business  of 
the  jobber,  manufacturer,  etc.  to  bill  them  accurately  and  check 
the  invoices  sent  out.  While  such  is  the  case,  the  fact  of  the 
'matter  is  that  the  merchant  himself  is  the  only  individual  who 
is  primarily  interested  in  his  own  welfare  and  unless  he  takes 
particular  care  to  see  that  his  purchases  are  properly  billed 
etc.,  no  other  is  apt  to  from  the  standpoint  of  protecting  him. 

Proof  of  the  importance  of  this  check  on  purchases  can 
best  be  offered  by  the  salesman  in  requesting  statements  or 
invoices  containing  long  listings  of  items.  Invariably,  in  the 
course  of  totaling  of  a number  of  such  billings,  errors  will  be 
found. 

The  McCaskey  Adding  Machine  has  its  place  in  the  book- 
keeping end  of  the  business.  Audit  of  customers  charge  ac- 
counts, the  obtaining  of  the  totals  of  controlling  financial  ac- 
counts together  with  a trial  balance,  if  desired;  the  totaling 
of  statistical  information  to  guide  the  management  of  the  bus- 
iness such  as  department  sales,  clerk  sales,  etc.,  all  these  come 
under  the  functions  of  the  adding  machine. 

In  businesses  where  estimates  are  made  on  work  or  mater- 
ial required  for  specific  jobs,  or  where  quotations  are  figured 
to  cover  the  needs  of  customers,  the  adding  machine  completes 
the  calculations  with  accuracy  and  dispatch. 

The  totaling  of  money  and  checks  preparatory  to  bank  de- 
posits is  another  service  of  the  adding  machine.  It  has  a very 
prominent  place  in  inventory  work  where  the  listing  possi- 
bilities of  the  McCaskey  are  unusually  effective;  the  non-add 
key  should  be  shown  in  this  connection,  with  explanation  cov- 
ering the  printing  of  lot  numbers  of  merchandise,  and  other 
numbers  which  it  is  desired  to  register  on  the  detail  strip  but 
not  add  into  the  total  dials.. 

In  making  up  financial  statements  for  presentation  to  a 
bank  at  the  time  a loan  or  other  consideration  is  requested  the 
adding  machine  is  of  real  value.  As  an  income  tax  return 
check,  it  is  again  important  to  correct  calculation. 

Special  McCaskey  Parts 

There  are  a number  of  McCaskey  Adding  Machine  parts 
which  are  typical  of  the  McCaskey  product  and  these  should 
be  presented  to  the  prospect  as  additional  and  special  advan- 
tages of  the  tnachjnes. 


405 


McCASKEY  ADDING  MACHINES 


Audit  Slip  Holders: — Metal  hooks  which  make  it  possible 
to  insert  a sales  slip,  statement  or  other  form  before  the 
platen  of  the  machine  and  print  an  item  or  a total.  These  are 
of  special  value  in  auditing  sales  slips  carrying  charges  oti 
customers’  accounts. 

Autographic  Attachment: — This  metal  plate  over  which  the 
detail  strip  or  tape  of  the  adding  machine  passes  provides  a 
convenient,  substantial  rest  for  the  detail  strip  so  that  entries 
can  be  made  on  the  paper  by  pen  or  pencil.  In  this  way  neces- 
sary notations  can  be  made  as  figures  are  set  down  on  the  tape 
that  the  figures  be  easily  identified. 

Automatic  Reversible  Ribbon: — The  ribbon  on  the  McCas- 
key  Adding  Machine  is  the  automatic  reversible  type  which 
requires  no  care  or  attention  on  the  part  of  the  operator. 

Effective  Methods  of  Closing 
Certain  methods  of  approach  and  closing  by  men  exper- 
ienced in  the  selling  of  adding  machines  demand  the  attention 
of  every  adding  machine  salesman. 

One  of  these  methods  is  to  obtain  from  the  merchant  the 
approximate  figure  as  to  his  annual  business.  The  statement 
of  the  salesman  in  a case  where  the  annual  business  done  reach- 
ed around  $40,000  would  be : 

^‘The  McCaskey  will  be  here  working  for  you  for 
a period  of  ten  years.  In  that  period  of  time  you  will 
do  $400,000  in  business  volume,  even  if  the  business  does 
not  grow.  $400,000  is  a tremendous  amount  of  money.  In 
fact  it  is  so  large  that  the  man  does  not  live  who  can 
merely  count  to  $400,000,  or  to  half  of  it,  and  not  make  a 
mistake  of  $100.  Isn’t  it  worth  $100.00— $10.00  a year — 
less  than  five  cents  a day  to  accurately  handle  that 
$400,000  worth  of  business?” 

Another  strong  closing  presents  the  comparison  of  a com- 
mercial business  with  a banking  institution: 

“You  probably  never  before  realized  the  many  ways 
in  which  a McCaskey  Adding  Machine  could  make  you 
money.  Handling  figures  is  generally  accepted  as  un- 
profitable work,  but  if  those  figures  can  be  made  to 
give  you  information  which  will  enable  you  to  better 
handle  your  business,  they  can  be  made  to  pay  vou  a 
profit ; and  errors  found  mean  money  saved.  Errors 
undiscovered  are  costly.  If  they  are  against  you,  you 
lose  money.  If  they  are  in  your  favor,  you  lose  cus- 
tomers. Many  times  the  difference  between  success 
and  failure  in  business  is  the  amount  lost  throug'h 
errors,  and  petty  losses  which  could  have  been  prevent"- 
ed  through  the  use  of  the  McCaskey  Adding  Machine 
I have  shown  you. 

“Many  merchants  fail  to  make  money  with  a mark- 
up of  25%  to  40%,  while  banks  make  money  at  6%.  The 
difference  is  that  the  bank  knows  every  day  just  how  it 
stands  in  every  department,  while  often  the  business 
man  guesses.  I do  not  believe  you  can  fully  appreciate 
how  much  these  little  things  mean  to  you  until  you  have 
installed  this  machine  on  your  records. 

“There  is  no  question  but  that  you  would  save  a 
great  deal  of  time,  that  it  would  be  more  convenient, 
that  vour  records  would  be  more  accurate,  and  that  you 
would  save  considerable  in  errors,  small  leaks  and  loss- 

406 


McCASKEY  ADDING  MACHINES 


es.  However,  the  big  thing  is  the  better  control  you 
would  have  over  your  business  by  means  of  having 
this  information.  Large,  successful  businesses  are  in- 
variably built  up  through  having  reliable  figure-facts 
daily;  they  are  thereby  enabled  to  intelligently  guide 
operations.  If  you  know  just  how  you  stand  at  all 
times,  you  unquestionably  have  a greater  opportunity 
of  increasing  your  profits  than  would  otherwise  be  the 
case.  If  this  information  and  this  control  is  worth  any- 
thing to  you,  it  costs  you  just  that  much  more  every 
day  you  do  without  it. 

“The  price  of  this  machine  is  $ . 

“The  average  life  of  the  machine  is  about  10  years. 

“That  means  it  will  cost  you  on  an  average  $ 

per  year  or  $ per  week. 

“How  soon  would  you  like  this  machine  installed?’^ 


CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  Tell  something  of  the  origin  of  the  adding  machine. 

2 —  What  style  of  machine  gained  early  leadership? 

3 —  Why  was  the  McCaskey  made  in  the  standard  key- 
board design? 

A — Explain  triple  visibility.  What  are  its  advantages? 

5 —  Name  features  of  the  McCaskey  that  add  to  speed 
in  adding  machine  operation. 

6 —  Why  should  a mechanical  demonstration  be  short? 

7 —  What  are  the  points  most  important  to  be  covered 
in  the  mechanical  demonstration? 

8 —  Give  McCaskey  advantages  over  the  10-key  adding 
machine;  over  other  competitive  makes. 

9 —  What  is  the  value  of  the  adding  machine  on  the 
counter?  In  the  office,  etc.? 

10 —  State  advantages  of  audit  slip  holders;  autograph- 
ic attachment. 

11 —  Give  a strong  closing  to  an  adding  machine  demon- 
stration. 


407 


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•>:-i 


McCASKEY  SALES  BOOKS 


Chapter  VII 

McCaskey  Sales  Books 

Salesbooks  enter  almost  universally  today  into  the  service 
of  all  lines  of  business,  retail,  wholesale,  industrial  and  the 
trades  doing  job  or  contracting  work.  Since  its  introduction 
as  an  outlaw  size  to  meet  the  needs  of  McCaskey  System  users 
back  in  1903,  the  McCaskey  salesbook  has  earned  and  holds  to- 
day a rating  as  the  quality  salesbook  product  of  the  salesbook 
market,  and  the  McCaskey  Register  Company  today  is  one  of 
an  outstanding  group  of  large  salesbook  manufacturers,  reach- 
ing salesbook  bu3^ers  of  the  United  States  with  the  issue  of 
its  great  Alliance,  Ohio,  and  Boston,  Massachusetts  printing 
plants,  and  buyers  of  Canada,  England  and  the  continent  of 
Europe  with  the  issue  of  the  plants  at  Galt,  Ontario  and  Wat- 
ford, Herts,  England. 

Each  McCaskey  salesbook  is  a pad  with  an  honorable  his- 
tory far  back  of  the  printing,  cutting  and  binding.  The  secrets 
of  nature  together  with  the  cunning  of  man  have  united  to 
build  into  it  a quality  in  stock,  a care  and  skill  in  workman- 
ship, an  intelligent  printing  experience  and  the  benefits  of 
years  of  industry  in  the  development  of  carbons  toward  per- 
fected duplicate  and  triplicate  as  well  as  greater  numbers  of 
multiple-copy  forms.  As  long  as  business  houses  are  judged 
by  the  quality  of  paper  in  their  stationery,  salesbooks,  etc., 
the  McCaskey  product  will  continue  to  appeal  as  the  leading 
salesbook  in  the  field  and  will  continue  to  be  bought  by  the 
hundreds  of  thousands  of  enterprises  having  need  of  salesbooks 
in  business  operation. 

A page  on  “Paper’'  in  the  Salesbook  Price  List  and  addi- 
tional information  in  the  description  of  Boston  Salesbooks,  in 
the  price  list  insert  covering  those  books,  present  some  of  the 
factors  which  account  for  the  quality  of  the  McCaskey  sales- 
book. This  information  is  valuable  to  the  salesman,  giv- 
ing definite  information  as  to  the  material  put  into  the  paper 
stock  and  the  technical  figures  or  number  of  points  represent- 
ing the  tensile  strength  of  the  slips. 

Ftom  the  No.  1 book  paper  (all  rags)  through  the  special 
book  paper  and  the  McCaskey  stock  (part  rags,  part  sulphite 
and  some  ground  wood)  and  on  through  the  roll  of  listed  stocks 
in  use,  the  McCaskey  salesbook  is  composed  of  known  factors, 
has  a definite  test  strength  (by  Mullen  tester)  and  brings  to 
the  McCaskey  salesbook  user  a true  value  in  quality  of  mater- 
ials. The  sulphite  referred  to  is  a wood  pulp  prepared  by 
heating  wood  under  pressure  with  a solution  of  acid  sulphite 
of  calcium  or  magnesium.  Thus,  except  for  the  rag  content  of 
some  of  the  papers  used,  sulphite  pulp  and  varied  proportions 
of  ground  wood  account  for  the  majority  of  the  stocks  distrib- 
uted. 


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How  Paper  Is  Made 

Generally  it  can  be  understood  that  this  wood  pulp  comes 
from  remote  forests  of  northern  Canada,  almost  beyond  the 
edge  of  civilization.  The  transformation  to  the  McCaskey 
salesbook  includes  the  felling  of  the  giant  trees,  skidding  to 
the  banks  of  a northern  stream,  possibly  tributary  to  the  Ot- 
tawa River,  floated  by  high  waters  in  a turbulent  jam  to  the 
main  river  and  finally  to  the  holding  boom  of  some  pulp  mill 
in  Southern  Canada  or  in  a northern  state.  Chain  conveyors 
and  cut  off  saws  do  their  work,  barkers  skin  the  bolts  of  wood 
fed  to  them  and  the  pulp  machines  next  reduce  the  former 
trunk  to  a usable  pulp  mass. 

There  are  two  principle  methods  of  manufacturing  wood 
pulp — mechanical  means  and  chemical  action.  Hydraulic  pres- 
sure against  grinding  stones  reduces  the  wood  bolts  to  the 
ground  wood  pulp,  something  like  a thin  norridge;  this  is  the 
ground  wood  material  mentioned  in  the  price  list  as  being  a 
large  part  of  the  35  lb.  and  32  lb.  news  stocks,  the  lower  priced 
salesbook  papers. 

The  making  of  chemical  pulp  is  a much  more  involved  pro- 
cess and  is  the  method  which  produces  the  sulphite  content 
mentioned  as  appearing  in  the  McCaskey  and  35  lb.  news  stocks. 
From  the  barkers  the  bolts  To  be  converted  into  sulphite  pulp 
are  carried  by  water  to  a chipper  Avhich  literally  eats  them  up. 
They  come  out  as  chips  from  one-half  to  five  eighths  of  an 
inch  in  thickness.  Unlike  the  grinder  in  the  ground  wood  pro- 
cess, the  chipper  does  not  reduce  the  wood  bolts  to  a pulp 
but  serves  to  preserve  as  long  a fiber  as  is  practicable. 

The  chips  pass  over  screens  which  remove  all  sawdust  and 
other  finely  ground  wood  and  are  carried  to  tanks  each  having 
a capacity  of  from  20  to  24  cords  of  pulp  wood  or  about  12  tons 
of  sulphite  pulp.  About  6000  gallons  of  sulphurous  acid  is  add- 
ed to  the  wood  pulp  and  the  mass  is  cooked  for  upwards  of  24 
hours  at  about  145  degrees  centigrade.  The  cooked  chips  are 
soft,  capable  of  being  squeezed  into  a pulpy  mass  in  the  hand. 
This  sulphite  is  used  for  the  manufacture  of  the  best  qualities 
of  paper.  It  produces  a paper  having  a great  tensile  strength 
because  of  the  long  fibres.  Also,  the  bleaching  action  of  the 
digestive  process  makes  a lighter  colored  pulp  more  suited  to 
the  better  grades  of  paper. 

In  making  McCaskey  stock  a pulp  mixture  containing  part 
sulphite  and  part  ground  wood  is  used.  The  two  pulps  are 
mixed  in  a beater  and  made  ready  for  the  paper  machines. 
Sizing  and  dyes  are  added  during  the  beating  and  blending 
process  to  make  the  papers  non-absorbent  of  ink  and  white  and 
clear  In  papers  to  be  colored  the  coloring  material  is  added  in 
the  beater. 

The  pulp,  when  ready,  is  next  passed  to  tanks  which  feed 
the  paper  making  machines.  Paper  is  seen  to  be  a wood  paste, 
properly  prepared,  then  spread  out  evenly  (on  the  paper  mak- 
ing machines)  and  dried  under  pressure.  The  paper  making 
machine  itself  is  not  complicated,  although  it  occupies  a space 
on  the  floor  of  the  mill  of  about  150  feet  from  end  to  end.  The 
greater  part  of  this  space  is  made  necessary  because  wood  pulp 
at  all  stages  of  its  manufacture  contains  a large  percentage  of 
water,  and  this  must  all  be  removed  by  one  means  or  another 
in  a very  short  time. 

When  the  pulp  reaches  the  paper  machine  it  pours  in  like 
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McCASKEY  SALES  BOOKS 


a stream  of  buttermilk  and  is  picked  up  by  a wide  endless  belt 
of  bronze  wire  cloth,  about  twenty-five  feet  from  roller  to 
roller,  and  varying  in  width  from  100  to  144  inches,  or  more,  in 
accordance  with  the  size  of  the  machine.  This  belt  has  a later- 
al side  motion  as  well,  which  serves  to  distribute  the  pulp 
evenly  over  its  surface.  This  motion  causes  the  fibres  to  as- 
sume a parallel  position  to  the  direction  in  which  the  belt  is 
traveling;  it  also  causes  them  to  integrate  one  with  the  other 
so  as  to  form  a continuous  sheet. 

From  the  bronze  mesh  belt  the  pulp,  now  a thin  wet  film, 
is  picked  up  by  a number  of  endless  felt  belts  and  carried  un- 
der a series  of  pressure  rolls  which  continue  to  eliminate  mois- 
ture; finally  over  and  under  a succession  of  approximately  30 
pairs  of  hollow,  steam  heated  cylinders,  each  about  36  inches 
in  diameter.  By  the  time  it  has  traveled  through  these  cylin- 
ders it  is  quite  dry  and  has  become  a continuous  band  of  paper 
from  8 to  12  feet  wide,  according  to  the  machine  size.  It  is 
rough,  however,  and  yet  unsuitable  for  use. 

From  the  last  of  the  drying  cylinders  the  strip  of  paper  is 
threaded  through  what  is  known  as  a “calendar  stack,”  a num- 
ber of  heavy  chilled  steel  rollers  placed  one  on  top  of  the 
other  and  as  many  as  a dozen  in  all,  depending  on  the  degree 
of  finish  required.  When  the  strip  of  paper  emerges  from 
between  the  lowermost  two  rollers  it  is  ready  for  the  market. 
Rewinding  rolls  transfer  the  paper  to  final  reels  where  revolv- 
ing knives  divide  it  into  ordered  widths.  The  rolls  move  on  to 
the  shipping  rooms  from  which  they  are  packed  in  carload 
lots  and  forwarded  to  the  several  McCaskey  salesbook  factor- 
ies. 

The  paper  is  ready  for  the  press  when  received  in  Alliance 
and  Boston,  if  it  is  to  be  used  in  the  making  of  single  carbon 
salesbooks.  In  case  it  is  to  be  carbonized,  this  special  treat- 
ment is  given  in  Alliance  in  the  McCaskey  carbonizing  rooms. 
The  great  rolls  are  unwound  and  rewound  with  the  carbon 
coating  that  does  not  dry  out  with  age  nor  smut  with  use. 
Some  rolls  get  blue  carbon  treatment,  others  the  black. 

McCaskey  Surety  Carbon 

The  McCaskey  Register  Company  originated  the  black 
carbonized  book,  and  then  the  blue.  For  some  years  this  com- 
pany was  the  only  manufacturer  selling  the  black  after  intro- 
ducing it.  Today  the  company  is  the  only  one  selling  Surety 
salesbooks,  the  trade  name  given  the  books  carbonized  by 
Surety  carbon,  the  McCaskey  Register  Company’s  own,  secret 
carbonizing  formula.  Because  of  the  fact  that  only  ingredients 
of  the  highest  grade  are  used  in  the  carbonizing  process,  and 
that  the  materials  used  are  ground  to  make  the  carbon-coating 
the  McCaskey  company  is  able  to  guarantee  Surety  carbon  as 
capable  of  making  a clear,  legible  copy,  regardless  of  the  age 
of  vho  books,  Frequently  books  are  obtained  which  are  ten, 
fifteen,  even  twenty  years  of  age ; tested  in  practice  they  show 
as  clear  a duplicate  or  triplicate  copy  as  the  ne  vest  product. 

McCaskey  black  Surety  coating  is  black,  not  gray  The 
McCaskey  process,  however,  while  increasing  the  copying  qual- 
ity of  the  coating,  reduces  the  amount  of  carbon  required  and 
makes  a clearer,  cleaner  copy  than  other  carbon  coating  metli- 
ods.  Frequently  excessive  paraffin  in  carbonizing  results  in  a 
coating  that  dries  out  quickly  and  thus  deteriorates  with  age. 
The  McCaskey  process  eliminates  this  possibility.  While  the 
McCaskey  black  Surety  presents  a clean,  black  copy,  easily 

453 


McCASKEY  SALES  BOOKS 


read,  the  McCaskey  blue  Surety,  a later  development  by  almost 
twenty  years,  presents  a natural  copy  color  in  the  blue  and  is 
yet  clearer,  and  50%  cleaner  because  of  natural  difference  in 
the  coloring  materials  required. 

The  McCaskey  Blue  Surety  salesbooks  were  introduced 
only  after  long  periods  of  experiment.  They  are  distinctly*  a 
McCaskey  achievement  in  carbon-backed  salesbook  manufac- 
ture. They  win  instant  approval  wherever  shown  and  represent 
today  the  heighth  of  quality  in  the  carbon-backed  salesbook 
line. 

In  practical  use  the  Surety  (carbon-backed)  salesbook  has 
certain  advantages  over  the  single  carbon  book.  The  user  of 
Surety  books  is  assured  a 100%  good  copy  for  every  entry 
made.  The  copies  can  be  made  speedily  without  lost  motion. 
There  is  no  loose  carbon  sheet  to  wrinkle,  become  misplaced 
or  tear. 

Carbons  used  in  the  single  carbon  salesbooks,  from  both 
the  Alliance  and  Boston  factories,  are  the  best  to  be  obtained. 
They  are  tested  to  furnish  a full  50  strong  copies,  the  require- 
ment of  the  salesbook  carrying  50  sets  of  slips.  As  a result 
more  than  50  copies  are  obtainable  from  McCaskey  salesbook 
carbons. 

SALESBOOK  GROUPS 

With  the  foregoing  pages  serving  as  an  introduction,  the 
following  presentation  of  McCaskey  salesbooks  is  made: 

McCaskey  salesbooks  are  divided  into  five  groups  to  cover 
the  books  made  in  Alliance,  into  two  groups  to  cover  the  books 
made  in  the  Boston  factory.  These  are,  for  Alliance-made 
books ; duplicate  Surety  salesbooks,  triplicate  Surety  sales- 
books, duplicate  single  carbon  salesbooks,  triplicate  single 
carbon  salesbooks  and  miscellaneous  styles;  for  Boston  made 
books ; duplicate  and  triplicate  single  carbon  styles. 

In  the  McCaskey  Sales  Book  Price  List  the  make  up  of  these 
salesbooks  is  given  in  detail;  the  pages  on  General  Informa- 
tion and  on  prices  for  given  quantities  and  sizes  of  the  various 
styles  bring  out  just  what  the  McCaskey  factories  are  pre- 
pared to  do  in  manufacturing  salesbooks.  The  following  classi- 
fication is  given  to  assist  you  as  a new  McCaskey  salesman 
to  grasp  as  readily  as  possible  this  detailed  and  perhaps  entire^ 
1}^  foreign  information.  In  no  respect  is  it  an  attempt  to  cover 
McCaskey  salesbooks  as  a subject — that  is  the  province  of 
the  Sales  Book  Price  List  from  the  standpoint  of  descriptive 
detail.  The  following  information  is  usable  from  the  sales 
standpoint  after  the  descriptive  detail  has  become  your  per- 
sonal knowledge. 

McCaskey  Duplicate  Surety  Salesbooks 

The  No.  22  duplicate  Surety  salesbook,  with  white  original 
and  yellow  duplicate  (black  carbon  or  blue),  is  found  in  prac- 
tically every  line  of  business.  It  is  one  of  the  styles  which 
the  McCaskey  Register  Company  is  equipped  to  make  in  quan- 
tity, grouping  large  numbers  of  orders  on  a single  press  run 
in  the  standard  size,  3 3-8"  x 5 1-8". 

Large  flatbed  presses  carry  42  of  these  No.  22  salesbook 
jobs  on  one  run,  where  the  book  is  being  ordered  in  its  sim- 
plest form  without  advertisement  on  the  duplicate  or  number- 
ing of  any  kind. 

McCaskey  special  rotary  presses  carry  28  of  the  No.  22 
salesbook  jobs  on  one  run  where  the  book  carries  two  color 

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McCASKEY  SALES  BOOKS 


printing,  an  advertisement  in  red,  numbering  in  red,  etc.  On 
these  jobs  the  face  of  the  original  may  be  all  black,  all  red 
or  red  and  black. 

It  is  the  experience  of  the  McCaskey  salesman  in  present- 
ing the  salesbook  to  the  merchant  that  the  McCaskey  No.  22  or 
No.  23  salesbook  in  red  and  black  printing,  with  red  lines,  an 
advertisement  in  red  and  blue  carbon  on  the  back  of  the  dupli- 
cate, offers  the  neatest^  most  attractive  salesbook  buy  from  a 
quality  and  practical  business  standpoint  that  the  merchant 
is  enabled  to  make.  Such  a buy  is  the  forerunner  of  repeat 
salesbook  business,  because  customers  are  satisfied  with  the 
quality  of  the  books  provided  them. 

The  No.  24  duplicate  Surety  salesbook,  with  white  original 
and  duplicate  in  colors,  takes  care  of  the  merchant  who  wants 
something  different  in  paper  color  combinations.  It  is  not  a 
better  book  than  the  No.  22  but  is  more  expensive  because  much 
less  often  sold.  It  is  a special  book  as  related  to  the  general 
run  of  business,  not  ordered  often  enough  to  permit  of  group- 
ing on  the  presses  and  consequently  must  run  alone  and  taken 
the  full  press  costs  on  the  single  order.  It  offers  no  greater 
system  advantage  than  the  No.  22.  The  company  would  rather 
receive  a No.  22  order  because  of  the  simple  fact  that  quantity 
production  is  more  profitable  and  this  book  does  not  make 
such  production  possible. 

The  No.  51,  the  folded  duplicate  Surety  book,  all  white  (or 
all  colored,  though  colors  are  special),  gives  the  advantage  of 
folded  slips  which  are  attached  and  remain  together,  in  align- 
ment etc.,  after  being  torn  from  the  salesbook.  These  books 
are  especially  valuable  where  a carrier  system  is  used  or  in  any 
other  instances  where  the  two  slips  must  be  sent  to  the  office 
and  further  entries  made  such  as  the  carrying  forward  of  the 
balance,  etc. 

The  No.  28  Account  Books  are  made  for  the  merchant  lo- 
cated in  a community  heavily  settled  by  foreigners.  The  for- 
eign trade  still  demands  the  use  of  the  pass  book  which  gives 
them  something  to  carry  away  with  them  from  the  store.  The 
original  slip  is  perforated  to  be  torn  out  for  use  with  the 
McCaskey  Credit  System  while  the  duplicate  carrying  the  ac- 
count forwarded  stays  in  the  book.  The  book,  in  this  way,  an- 
swers the  same  purpose  as  the  McCaskey  slip  holder  in  the 
ordinary  home  where  McCaskey  service  is  being  rendered. 

McCaskey  Triplicate  Surety  Salesbooks 

The  No.  23  triplicate  Surety  salesbook  is  the  triplicate 
brother  to  the  No.  22  book  and  practically  everything  said  of 
the  No.  22  can  be  said  of  the  No.  23  with  some  very  import- 
ant additions.  This  book  carries  the  white  original,  yellow 
duplicate  and  a pink  triplicate;  it  can  be  ganged  on  the  press- 
es in  the  same  way,  under  the  same  circumstances  and  is  the 
triplicate  Surety  salesbook  which  offers  the  greatest  quantity 
production  advantage. 

The  triplicate  salesbook,  however,  offers  more  in  system 
value  than  the  duplicate.  Where  the  duplicate  presents  an  or- 
iginal slip  for  the  McCaskey  compartment  and  a duplicate  slip 
for  the  customer,  the  triplicate  salesbook  presents  an  ori.ginal 
slip  for  the  McCaskey  compartment,  a duplicate  for  use  in 
auditing  the  account,  taking  off  statistics,  use  as  a monthly 
itemized  statement,  etc.,  and  a triplicate  slip  for  the  custom- 
er. Thus  the  difference  between  No.  22  duplicate  and  No.  23 

455 


McCASKEY  SALES  BOOKS 


triplicate,  is  more  system,  more  thorough  business  information 
and  benefit 

The  No.  42  triplicate  Surety  salesbook  is  a triplicate  broth- 
er of  the  No.  24.  It  offers  no  more  system  value  than  the  No. 
23,  but,  being  of  special  color,  etc.,  must  be  run  alone,  is  more 
expensive  to  make  and  consequently  more  expensive  to  buy. 
The  company  would  prefer  a No.  23  salesbook  order. 

No.  120  and  No.  81  triplicate  Surety  salesbooks  both  offer 
advantages  similar  to  those  of  the  No.  51  duplicate  Surety  in 
that  the  three  slips  are  attached  or  practically  so  (the  yellow 
duplicate  of  the  No.  81  being  interleaved  while  the  three  slips 
of  the  No.  120  are  all  in  one  strip  and  attached)  and  convenient 
for  the  handling  by  carrier  system  or  sending  to  office,  or  for 
putting  up  orders,  etc. 

Coal  and  lumber  dealers,  etc.,  have  found  the  No.  81  of 
particular  value  from  the  standpoint  of  handling  delivered  ord- 
ers where  the  customer  is  required  to  sign  the  order  as  a re- 
ceipt. The  yellow  duplicate  is  retained  in  the  dealer’s  office 
as  a record  of  what  has  been  sent  out  on  delivery,  while  the 
original  and  triplicate  slips  are  taken  by  the  driver  for  signa- 
ture. The  original  is  returned  to  the  office  and  the  triplicate 
left  with  the  customer. 

These  books,  as  triplicate  salesbooks,  offer  the  same  ad- 
vantage of  more  system  value  over  the  No.  51  as  the  No.  23 
over  the  No.  22  and  the  No.  42  over  the  No.  24,  etc. 

McCaskey  Duplicate  Single  Carbon  Salesbooks 

The  No.  130  single  carbon  salesbook  is  the  first  cousin  to 
the  No.  22.  It  has  the  same  white  original,  the  same  yellow 
duplicate,  and  is  likewise  capable  of  being  grouped  and  run 
in  quantity  production  style.  The  only  difference  is  that  of 
belonging  to  the  single  carbon  class  without  carbon  coating  on 
the  back  of  the  original. 

The  No.  134  and  No.  135  duplicate  single  carbon  books  are 
off  shoots  of  the  No.  130.  They  are  special  and  compare  to  the 
No.  130  as  does  the  No.  24  to  the  No.  22,  etc.  They  are  more 
costly  to  make  and  more  costly  to  buy.  Where  the  merchant 
expresses  a desire  for  an  all  white  single  carbon  book  open  at 
the  bottom,  etc.,  (No.  135)  he  can  be  sold  the  No.  130  in  99 
cases  out  of  a hundred  where  he  will  have  the  advantage  of 
a colored,  distinctive  duplicate,  a book  of  the  very  same  qual- 
ity at  a much  more  reasonable  price.  The  company  prefers  to 
make  the  quantity  production  No.  130  book  at  the  lesser  price. 

The  No.  113  duplicate  single  carbon  salesbook  is  the  single 
carbon  cousin  to  the  No.  51  Surety  book.  When  folded  at  the 
bottom,  it  serves  to  meet  the  requirements  of  the  carrier  sys- 
tem etc.  or  under  any  other  circumstances  where  it  is  particu- 
larly desirable  to  have  the  slips  remain  as  attached.  The  same 
stocks  are  used  in  each  of  these  books. 

The  company  meets  the  demand  for  a zig  zag  fold  book 
in  the  duplicate  single  carbon  style  No.  73.  Due  to  peculiar- 
ities of  press  construction  necessary  to  the  making  of  this  odd 
style,  it  can  only  be  furnished  in  slips  of  six  inch  lengths.  As 
listed  in  the  price  list  the  3%"  x 6"  and  the  4"  x 6"  sizes  are 
the  ones  the  company  is  able  to  provide. 

McCaskey  Triplicate  Single  Carbon  Salesbooks 

The  No.  142  triplicate  single  carbon  salesbook  is  the  trip- 

456 


McCASKEY  SALES  BOOKS 


licate  brother  of  the  No.  130  book.  The  same  white  original  is 
supported  by  a tissue  duplicate  and  a yellow  triplicate.  As  in 
the  comparison  of  the  triplicate  Sureties  to  the  duplicates, 
this  triplicate  style  offers  more  system  benefits  because  of  the 
presence  of  the  tissue  additional  copy  over  the  No.  130. 

The  No.  144  triplicate  single  carbon  book  again  invites  the 
interest  of  the  merchant  who  is  ready  to  spend  more  to  get 
something  different.  This  book  is  more  expensive  because  it 
is  special  as  the  No.  24,  No.  42,  No.  134,  No.  135,  etc. 

The  No.  133,  with  tissue  duplicate  interleaved  is  the  cousin 
of  the  No.  81  Surety.  It  is  a folded  book  giving  the  advantage 
of  holding  in  convenient  form  the  slips  of  each  set  as  long  as 
required,  and  also  the  benefit  from  the  system  standpoint  over 
the  duplicate  styles  of  salesbooks. 

McCaskey  Miscellaneous  Styles 

The  styles  No.  161,  No.  I7l  are  bank  deposit  slip  books. 
Where  effort  is  made  to  line  up  the  bank  business  in  a terri- 
tory, these  books  will  frequently  sell  themselves  on  sight,  the 
No.  1 book  stock  and  special  bond  stock  of  which  they  are  made 
reflect  the  true  quality  in  supplies  required  by  a progressive 
banking  institution. 

Other  books  listed  are  stock  forms  of  one  style  or  another, 
or  special  books  of  infrequent  use.  The  facts  in  the  case  are 
that  the  listed  books  in  the  Surety  and  single  carbon  styles  are 
the  books  which  the  company  is  best  fitted  to  make,  and  even 
then  the  desire  is  strongly  expressed  that  the  No’s.  22,  23,  130 
and  142  be  favored.  Where  folded  books  can  be  advantageously 
used  the  No’s.  51,  81,  120,  113  and  133  grant  practically  every 
service  that  salesbooks  can  render.  The  company  is  emphatic 
in  stating  that  the  special  offshoots  from  the  regulars,  the  No's. 
24,  42,  134,  135  and  144  are  more  expensive  to  the  customer  be- 
cause they  are  more  costly  to  manufacture. 

McCaskey  Boston  Books 

The  McCaskey  Boston  salesbooks  stand  out  as  the  highest 
quality  of  single  carbon  salesbooks  one  can  buy.  The  duplicate 
salesbooks  include  a white  sulphite  bond  original  slip  and  a 
natural  colored  manila  slip  as  the  duplicate;  the  same  stocks 
make  up  the  original  and  triplicate  slips  of  the  triplicate  books 
together  with  a manifold  tissue  duplicate.  The  paper  quality 
is  high  grade,  uniform  and  toughened  to  meet  unusual  strength 
tests  and  to  stand  up  under  erasing  and  rough  handling  in  busi- 
ness use. 

These  books  were  introduced  to  meet  the  demands  of  the 
discriminating  New  Englander.  Today  the  product  of  this 
Boston  plant  is  in  use  in  all  sections  of  the  country,  matching 
with  true  satisfaction  the  requirements  of  those  who  serve  a 
touchy,  aristocratic  market,  and  handling  business  records  for 
others  who  recognize  the  wisdom  of  quality  salesbooks  as  rep- 
resentatives of  their  businesses. 

While  Boston  books  are  printed  and  made  up  in  many 
sizes  the  standard  measurements  of  slips  3^"  x 5%"  are  fur- 
nished in  greater  numbers.  Books  of  this  size  are  more  desir- 
able for  the  Boston  factory  than  are  any  others — all  things  be- 
ing equal  this  is  the  profitable  McCaskey  Boston  book  to  sell, 
whether  in  duplicate  or  triplicate. 

The  Users  of  Salesbooks 

As  an  answer  to  the  question,  ‘Who  uses  salesbooks?"  a 
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McCASKEY  SALES  BOOKS 


list  of  the  users  of  salesbooks  has  been  included  here.  The 
names  of  upwards  of  a hundred  lines  of  business  have  been 
included  and  together  with  each  line  of  business  the  style  num- 
bers of  books  recently  made  for  them  by  the  McCaskey  Regis- 
ter Company  salesbook  factories  are  given. 

This  list  should  not  be  considered  as  complete  in  any  sense. 
It  is  a cross  section  of  the  salesbook  market;  the  style  num- 
bers of  the  books  used  indicate  what  is  being  sold  these  lines 
of  business  by  the  representative  McCaskey  salesmen.  Sample 
slips  from  most  of  the  salesbooks  covered  by  this  list  have 
been  sent  to  the  McCaskey  sales  force  from  t^*me  to*  time  with- 
in the  last  several  years  as  representative  of  the  style  and  make 
up  of  salesbooks  these  various  lines  of  business  can  use  to  ad- 
vantage. 

Bakery  — (Nos.  22,  23,  28,  113,  130) 

Candy  (whsle)  — (No.  113) 

Canned  Fruits  Vegetables  (Distributors)— 

(No.  22,  23) 

Cheese  (Mfrs.)  — (Nos.  22,  51) 

Commission  Merchant  (whsle)  — (No.  130) 
Delicatessen  — (Nos.  22,  23,  51,  113,  Boston 
Trip) 

Farmers  Skipping  Asso.  — (No.  22,  23) 

Fruits  — (Nos.  22,  23,  51,  113,  Boston  Dup.) 

Fruits  (v/hsle)  — (Nos.  22,  23,  113) 

Fruit  <£'  Produce  (whsle)  — (No.  22,  23,  81, 

133,  Boston  Dup.  Boston  Trip.) 

Grocery  — (Nos.  22,  23,  24,  28,  51,  81,  113,  120, 

130,  134,  Boston  Dup.,  Boston  Trip.) 

Live  Stock  Commission  Co.  — (No.  22,  23) 

Meat  Market  — (Nos.  22,  23,  51,  73,  113,  Bos- 
ton Trip.) 

Packing  Company  — (Nos.  22,  23,  51,  113,  Bos- 
ton Trip.) 

Pastry  — (No.  22,  23) 

Produce  — (Nos,  22,  23,  24,  51,  81,  113) 

Produce  (whsle)  — (Nos.  22,  23,  113,  133,  142) 
Provisions  (Mfrs.  and  Dealer)  — (No.  22,  23, 

Boston  Dup.) 

Provisions  (whsle)  — (No.  22,  23) 

Relish  (Mfrs)  — (Boston  Trip.) 

Sea  Foods  — (No.  22,  23) 

Sugar  (whsle)  — (No.  113) 

Tobacco  (whsle)  — (Nos.  22,  23,  113) 

Vinegar  and  Pickles  — (No.  22) 

Creamery  — (Nos.  22,  23,  51,  130) 

Dairy  — (Nos.  22,  23,  51,  113,  142,  Boston  Dup.) 

Dairy  Products  — (Nos.  22,  23,  81) 

Poultry  — (Nos.  22,  23,  113) 

Poultry  Asso.  — (No.  22) 

Barber  Shop  — (No.  130) 

Beauty  Parlor  — (No.  130) 

Bottler  — (Nos.  22,  23,  120,  130,  Boston  Dup.) 

458 


McCASKEY  SAx.ES  BOOKS 


Cafe  — (Nos.  130,  135,  Single  Slip) 
Confectioner  (Mfrs,)  — (Nos.  22,  23,  134,  Bos- 
ton Dup.) 

Confectionery  — (Nos.  22,  23,  130) 

Hotel  — (No.  130,  Boston  Dup.) 

Ice  Cream  — (Nos.  22,  23) 

Lodge  — (No.  113) 

Refreshment  Stand  — (No.  22,  23,  142) 
Restaurant  — (Nos.  113,  135,  Single  Slip) 
Soda  Fountain  Supplies  — (No.  51) 

Bank  — (Nos.  130,  161,  171,  Boston  Dup.) 
Clothing  — (Nos.  22,  23,  51,  113,  Boston  Dup.) 
Company  Store  — (Nos.  22,  23,  51,  81) 
Crockery  — (No.  51) 

Department  Store  — (Nos.  73,  113,  133,  142) 
Drug  — (Nos.  22,  23,  134,  Boston  Dup.  Bos- 
ton Trip.) 

Dry  Goods  — (Nos.  22,  23,  51,  73,  113,  133,  Bos- 
ton Trip.) 

Florist  — (Nos.  22,  23,  51,  113,  Boston  Dup.) 
Furniture  — (Nos.  22,  23,  51,  133,  142,  Boston 
Dup.) 

General  Store  — (Nos.  22,  23,  28,  51,  81,  113, 
142,  Boston  Dup.) 

Greenhouse  — (No.  142) 

Hardware  & Implements  — (Nos.  22,  23,  24, 
51,  81,  113,  133,  142,  Boston  Dup.) 

High  School  (Manual  Tr,  Dept.)  — (No.  51) 
Jev/elery  — (No.  134) 

Jewelers  (whsle)  — (Boston  Dup.) 
Machinery  (Farm)  — (No.  22,  23) 

Magazine  Stand  — (Nos.  22,  23,  113) 
Millinery  — (Nos  51,  113,  130) 

Music  — (Nos.  22,  23,  Boston  Dup.,  Boston 
Trip.) 

Newspaper  — (Nos.  22,  23) 

Orchard  Improvement  Co.  — (No.  23) 

Paint  — (Nos.  22,  23,  113,  Boston  Dup.) 
Portraits  — (Nos.  22,  23) 

Radio  — (Nos.  22,  23,  113) 

Rug  Company  — (Nos.  22,  23) 

Shoes  — (Nos.  22,  23,  51,  130) 

Tailor  — (Nos.  22,  23) 

Telephone  Exchange  — (Nos.  22,  24,  113) 

Wall  Paper  — (Nos.  113,  142) 

Washing  Machine  Dealer  — (Nos.  135,  144) 
Woolen  Mills  Co.  (Retail)  — (No.  113) 
Building  Supplies  — (Nos.  22,  23) 

Coal  — (Nos.  22,  23,  51,  81,  120,  133,  142,  Bos- 
ton Dup.) 

Drayman  — (No.  22) 

Delivery  Service  — (No.  113) 

459 


McCASKEY  SALES  BOOKS 


Electrical  Supplies  — (Nos.  22,  23,  113,  130, 

Boston  Dup.) 

E, levator  Company  — (Nos.  22,  23) 

Feed  — (Nos.  22,  23,  51,  113,  Boston  Dup.) 

Flour  — (No.  22,  23,  24) 

Grain  — (Nos.  22,  23,  24,  134,  142,  144,  Boston 
Dup.  Boston  Trip.) 

Ice  — (Nos.  22,  23,  130) 

Lumber  — (Nos.  22,  23,  24,  81,  142,  Boston 
Trip.) 

Milling  — (No.  22,  23) 

Plumbing  & Heating  — (Nos.  22,  23,  130,  Bos- 
ton Dup.) 

Sheet  Metal  Shop  — (Nos.  22,  23) 

Taxi  — (No.  22,  23) 

Team  Contractor  — (No.  130) 

Transfer  — (No.  113) 

Dental  Laboratory  — (Boston  Trip.) 

Cleaners  — (Nos.  22,  23,  113,  130,  142) 

Dry  Cleaners  — (Nos.  22,  23,  51,  130,  Boston 
Dup.) 

Dye  Works  — (No.  23) 

Laundry  — (Nos.  22,  23,  113,  Spec.) 

Paper  & Laundry  Supply  Co,  — (No.  113) 

Towel  Supply  Company  — (No.  113) 

Automobile  Accessories  — (NLos.  22,  23,  135) 
Automobile  Supplies  (whsle)  — (No.  81) 

Automobile  Dealers  — (Nos  22,  23,  113,  134, 

Boston  Dup.) 

Batteries  — (Nos.  22,  23,  130) 

Filling  Station  — (Nos.  22,  23,  81,  Boston 
Dup.) 

Garage  — (Nos.  22,  23,  42,  81,  130,  135,  Boston 
Dup.,  Boston  Trip.) 

Gas  & Oil  (Distributor)  — (No.  22,  23,  142) 

Oil  Company  — (Nos.  22,  23,  Boston  Dup. 

Boston  Trip.) 

Parking  Garage  — (Nos.  22,  23) 

Bags,  Twine,  Boxes,  Paper  — (Nos.  22,  23, 

113,  130,  Boston  Dup.) 

Barber  Supply  Company  — (No.  22,  23) 

McCASKEY  SALESBOOK  SELLING  SUGGESTIONS 

One  sure  way  of  building  salesbook  volume  and  earnings 
is  to  diversify  in  selling — that  is,  sell  to  all  lines  of  business. 
The  list  above  together  with  associated  lines  of  business  en- 
terprise locates  better  than  a hundred  sources  of  salesbook 
business.  The  lines  of  business  named  are  all  using  sales- 
books  today.  They  were  selected  from  a list  of  McCaskey 
salesbook  users.  Those  in  the  same  lines  not  using  salesbooks 
are  possible  buyers  Those  in  the  same  lines  now  using  sales- 
books, but  not  McCaskey  salesbooks,  are  possible  buyers  of 
McCaskey  salesbooks.  Those  in  the  same  lines  now  using 


460 


McCASKEiY  SALES  BOOKS 


McCaskey  salesbooks  are  probable  buyers  for  repeat  orders 
where  attention  is  given  them  regularly  and  where  quality 
books  are  sold. 

The  selling  of  all  styles  to  all  lines  of  business  is  done  by 
leaving  the  beaten  path,  of  selling  to  the  grocer  and  general 
merchant  alone,  to  sell  to  every  type  of  retail,  wholesale  and 
associated  lines.  Certain  styles  have  been  named  as  first  pre- 
ferred by  the  company;  however,  many  times  sales  can  be 
made  and  McCaskey  salesbook  users  won  over  from  other 
lines  of  salesbooks  to  the  McCaskey  line  by  the  suggestion  of 
certain  McCaskey  qualities,  special  stocks,  layouts,  etc.,  and 
in  such  cases  the  full  listing  of  McCaskey  books  should  be 
surveyed  for  the  books  most  desirable  to  meet  the  needs  at 
hand  and  give  additional  advantages  over  the  books  previously 
used. 

Business  Cards,  Layouts  and  Advertisements 
Changes  in  the  books  the  merchant  has  been  using  often 
result  in  the  sale  of  the  next  order  of  books  by  the  McCaskey 
salesman.  A Salesbook  Sample  Folder  is  furnished  each  sales- 
man. In  this  folder  are  samples  of  the  McCaskey  salesslips 
for  a large  variety  of  lines  of  business;  in  addition  they  pre- 
sent a wide  range  of  different  layouts.  These  samples  togeth- 
er with  the  samples  sent  out  by  the  Salesbook  Service  Depart- 
ment at  frequent  intervals  and  the  samples  picked  up  in  the 
course  of  covering  the  territory  make  it  possible  for  you  to 
have  a very  full  line  of  salesbook  layouts  for  the  different 
lines  of  business  called  on — to  a bottler  you  show  the  sales- 
slip  or  book  used  by  a beverage  company,  to  the  hardware  and 
implement  dealer,  a book  of  a user  in  that  line  etc. 

In  addition  to  the  salesslips  the  Salesbook  Sample  Folder 
present^  a long  list  of  illustrations  from  which  selection  can 
be  made  for  business  cards  on  the  face  of  the  salesslip  or  for 
the  advertisements  on  the  back  of  the  original,  duplicate  or 
triplicate  according  to  the  style  of  book  recommended.  The 
folder  contains  a thorough  listing  of  advertising  copy  accord- 
ing to  number.  From  this  source  you  are  in  position  to  re- 
commend a new  advertisement,  perhaps  a snappier,  more  fav- 
orable one  than  that  formerly  used.  Such  recommendations, 
when  made  as  the  result  of  intelligent  investigation  of  the 
value  of  the  illustration  or  advertising  copy  suggested,  are 
frequently  found  to  result  in  the  establishment  of  salesbook 
relationships  which  otherwise  might  be  difficult  to  bring 
about. 

Following  are  some  simple,  yet  effective  ways  in  which  a 
merchant’s  favor  is  won  in  the  consideration  of  new  sales- 
books : 

If  the  book  being  used  has  spaces  set  apart  for  ‘Reg- 
ister Number’  and  ‘Clerk  Number’  and  the  merchant 
does  not  have  use  for  such  features,  suggest  the  sub- 
stitution of  ‘Phone  Number,’  ‘Phone  for  Food,’  or 
some  other  appropriate  wording  that  will  have  a tend- 
ency to  do  the  merchant  some  good. 


If  the  street  number  line  is  on  books  beiffg  used  in  a 
very  small  town,  suggest  the  omission  of  this  line  and 
widening  of  space  between  the  lines  to  be  used  for  en- 
tries of  items  sold;  the  advantage  of  wider  space  is 
universally  appreciated. 


Warn  against  too  much  printing  in  the  business  card 
461 


McCASKEY  SALES  BOOKS 


at  the  top  of  the  salesslip.  Some  merchants  want  to 
list  far  too  many  items — suggest  “Everything  In  Hard- 
ware,” “Good  Things  To  Eat,”  “General  Merchandise” 
etc.,  to  blanket  the  entire  listing,  save  space  and  make 
a neater  slip.  Such  a blanketing  line  printed  in  heavy 
black  with  the  rest  of  the  face  of  the  slip  printed  in 
red  gives  genuine  satisfaction.  Attention  to  such  items 
also  means  repeat  business. 


Cuts  or  illustrations  attract  more  attention  than  print-^ 
ed  matter — urge  their  use  and  present  your  array  of 
illustrations  for  consideration,  centering  attention  on 
the  one  best  adapted  to  the  customer’s  business  and 
circumstances,  either  in  his  business  card  or  adver- 
tisement. 


Study  the  advertisements  most  generally  appreciated 
by  the  merchants  throughout  your  territory  and  be  pre- 
pared to  suggest  ads  that  have  proven  satisfactory. 
Your  experience  in  this  respect  will  aid  you  to  win 
merchant  confidence ; as  a result  your  recommenda- 
tions of  books  will  be  more  acceptable. 


Suggest  the  placing  on  the  salesslip  in  order  the  more 
regularly  sold  items  of  merchandise  carried  in  a busi- 
ness where  such  a suggestion  can  be  accepted  in  a 
practical  way.  Bakeries,  bottling  works,  garages,  fill- 
ing stations,  feed  and  grain  mills,  live  stock  commis- 
sion merchants,  laundries,  creameries,  cleaners  and 
dyers,  telephone  exchanges,  coal  dealers,  building  sup- 
ply dealers  etc.  are  some  who  find  this  particularly 
worth  while  in  saving  time  when  orders  are  taken,  etc. 


Lumber  and  building  supply  dealers,  frequently  plumb- 
ing contractors,  hay,  grain  and  feed  dealers,  and 
wholesalers  in  all  lines  are  generally  partial  to  the 
double  width  salesbooks  which  give  them  double  the 
space  in  v/hich  to  make  entries  of  items,  extensions, 
etc.  Initiative  on  your  part  in  suggesting  such  books 
when  not  in  use  may  prove  an  aid  to  obtaining  busi- 
ness previously  turned  elsewhere. 


Business  firms  making  deliveries  appreciate  the  inser- 
tion of  a line  at  the  foot  of  the  salesslip  where  the 
customer  can  sign  the  order  on  delivery  and  provide 
the  concern  with  the  signed  original  as  proof  of  de- 
livery. Filling  stations  and  large  city  garages  hand- 
ling account  business  generally  require  the  signature 
when  purchases  are  made  at  the  place  of  business. 


Colored  stocks  are  frequently  ordered  by  firms  plac- 
ing orders  for  books  to  be  used  in  different  depart- 
ments; for  example,  the  No.  51  folded  duplicate  Surety 
book  may  be  furnished  in  white  (regular")  or  in  yel- 
low, pink,  green  or  salmon. 


Red  printing  on  the  face  of  the  slips  is  a powerful 
protection  against  mistakes  in  reading  figures  on  a 
salesslip.  Where  pencil  entries  crossing  black  lines  be- 
come obscured,  in  crossing  red  lines  they  become  con- 
trasted and  clear-cut.  The  suggestion  of  red  printing 
on  duplicate  and  triplicate  Surety  salesbooks.  No’s.  22 
462 


McCASKEY  SALES  BOOKS 


and  23  styles,  is  one  which  benefits  the  user  and  arous- 
es keen  appreciation  of  McCaskey  salesbooks. 

Special  trade  marks  can  always  be  printed  on  McCas- 
key salesbooks,  if  the  cuts  from  which  the  illustrations 
or  special  lettering  are  made  are  forwarded  along  with 
the  order. 

OUTSTANDING  McCASKEY  FEATURES 

McCaskey  Surety  Carbon — strictly  McCaskey  process,  as- 
sures a limitless  lifetime — more  legible  than  other  carbon- 
backed  books,  yet  does  not  smut  or  rub  off.  The  McCaskey 
Surety  carbon  salesbooks  are  guaranteed  and  the  prospect  can 
be  sold  frequently  on  the  strength  of  this  factor.  The  guar- 
antee reads : 

“Believing  implicitly  in  the  merit  of  our  goods  we 
hereby  guarantee  our  Surety  (carbon-backed)  sales- 
books, manufactured  only  by  us,  to  give  a legible  copy 
regardless  of  age;  and  agree  to  replace  without  charge, 
or  to  purchase  at  selling  price,  any  or  all  defective 
books.’' 

Blue  Surety  Carbon — a typical  McCaskey  quality  feature, 
50%  cleaner  than  black  carbon,  a perfect  copy  by  color.  Al- 
ways carry  two  or  three  blue  carbon  samples.  The  compari- 
son with  other  books  on  the  customer’s  part  will  help  sell 
these  books. 

Press  Capacity — utilization  of  all  modern  printing  facil- 
ities in  the  mammoth  press  rooms  enclosing  nearly  fifty 
great  presses  accounts  for  the  exceptional  capacity  of  the 
McCaskey  factory  at  Alliance.  Only  because  this  is  true  can 
McCaskey  quality  salesbooks  be  offered  at  prices  so  easily 
comparable  to  salesbooks  of  a far  lesser  grade.  Buying  stock 
in  maximum  quantities  and  printing  books  in  maximum  runs 
form  the  reasons  why  McCaskey  salesbooks  are  available  at 
the  prices'listed. 

McCaskey  Paper  Stocks — are  covered  in  the  story  of  pa- 
per making  on  pages  452  and  453.  The  rugged,  durable  stocks 
are  heavier  than  those  generally  used  in  salesbook  manufac- 
ture and  show  a greater  tensile  strength. 

McCaskey  Cover  Stock — heavy  manilla  tag  covers  perform 
the  double  service  of  providing  a stout,  protective  cover  and 
at  the  same  time  doing  duty  as  a stop  card  between  the  sets 
of  slips  for  Surety  salesbooks.  A 160  lb.  tag  stock  is  used 
for  these  books.  The  single  carbon  salesbooks  are  covered 
by  a 115  lb.  tag  stock,  the  stop  card  weight  not  being  neces- 
sary in  the  case  of  such  books. 

Sharp  Neat  Type — Sharp  neat  type  is  used  in  the  print- 
ing of  every  salesbook  order.  New  plates  are  made  for  every 
job,  consequently  impressions  are  uniformly  strong,  consist- 
ently satisfactory. 

Perforation — steel  faced,  saw-tooth  rules,  the  very  best 
of  perforating  equipment,  are  used  to  make  McCaskey  sales- 
book perforations.  When  slips  are  properly  torn  from  the 
books,  (with  a steady  pull  from  right  to  left  as  the  open  end 
of  the  book,  face  up,  points  to  the  user),  McCaskey  perfora- 
tions will  prove  consistently  true. 

Binding — McCaskey  salesbooks  are  bound  by  three  stitch- 


463 


McCASKEY  SALES  BOOKS 


es  instead  of  two,  as  is  the  case  with  the  average  salesbook 
made.  A single  stitch  is  taken  before  the  cover  is  put  on,  a 
second  and  third  stitch  carry  through  the  cover. 

Order  Book  Covers — a wide  range  of  book  covers  is  list- 
ed for  consideration  of  customers ; they  include  both  two- 
piece  and  three  piece  styles.  A high  grade  of  imitation  leath- 
er or  a genuine  leather  stock  is  used  in  the  making  of  these 
covers  according  to  the  wishes  of  the  customer.  Both  are  en- 
during, satisfactory  cover  materials.  The  leather  is  more  at- 
tractive as  to  finish  and  appearance. 

Carbon  Tests 

There  are  certain  tests  which  can  be  made  before  the  cus- 
tomer in  the  presentation  of  McCaskey  Surety  carbon  sales- 
books.  Not  all  carbon  will  stand  up  under  such  tests. 

Water  Test — water  does  not  effect  Surety  carbon.  Make  a 
cone  out  of  the  Surety  carbon-backed  slip  and  fill  the  cone 
with  water;  then  pour  out  the  water  and  place  the  slip  back 
in  position  in  the  salesbook  and  make  an  entry.  The  McCaskey 
Surety  carbon  will  pass  the  water  test.  Dealers  in  sea  foods, 
butchers,  bottlers,  etc.,  are  salesbook  customers  who  prefer 
McCaskey  Surety  because  of  this  feature. 

Tight  Test — hold  carbon-backed  slips  from  books  of  other 
makes  between  your  eyes  and  the  light ; do  the  same  with  a 
McCaskey  Surety  salesslip.  In  the  majority  of  cases,  you 
will  be  able  to  see  through  the  competitive  carbon,  but  not 
through  the  McCaskey.  Have  the  prospect  follow  this  pro- 
cedure and  prove  to  him  that  he  can  see  through  the  other 
but  not  through  the  McCaskey. 

Methods  of  Those  Who  Sell  Quality  Salesbooks 

McCaskey  salesmen  who  become  leaders  in  salesbook  bus- 
iness volume  do  so  by  selling  the  quality  salesbooks,  the  blue 
carbon,  the  red  or  red  and  black  printing,  Boston  salesbooks, 
etc.  Following  are  some  of  the  methods  effectively  used  by 
salesbook  salesmen  who  get  big  volume  results. 

In  the  face  of  the  objection  that  his  customer  can  buy 
books  at  a certain  lesser  price,  one  reply  is:  “We  have  a bet- 
ter book  here  than  you  have  been  quoted  at  that  price,  but  we 
do  not  like  to  sell  them.  We  want  to  sell  you  the  book  you 
will  most  appreciate.” 

Another  answer  to  price  objections:  “We  have  quality,” 
states  the  salesman,  and  lays  on  the  counter  his  samples, 
priced  high  and  low;  “While  another  may  save  you  $2.00  or 
$3.00  at  the  time  you  buy  the  books,  the  cussing  you  will  do 
afterwards  will  represent  losses  approaching  $100.00  or  more 
instead  of  the  $2.00  or  $3.00  saved.” 

Where  a variety  of  samples  are  shown  a customer,  he 
will  generally  select  the  good  ones.  In  that  case,  he  sees  and 
understands  why  there  is  a price  difference  in  books;  he  rec- 
ognizes in  the  better  books  reason  enough  for  a slightly  ad- 
vanced cost.  One  salesman  puts  it  this  way,  “If  they  force  me 
to  sell  books  at  lower  prices,  I tell  them  that  they  are  buying 
then,  that  I do  not  sell  them.  Quality  in  salesbooks  keeps 
customers  and  pays  better  in  every  way.” 

Constant  attention  to  users  of  McCaskey  systems  or 
salesbooks  is  a service  recognized  by  users  as  reason  enough 
•for  continued  repeat  salesbook  business.  A regular  inspec- 


464 


McCASKEY  SALES  BOOKS 


tion  of  registers  as  well  as  supply  stores  creates  a depend- 
ence in  the  salesman  on  the  part  of  the  customer.  Many  users 
depend  upon  the  McCaskey  salesman  to  keep  them  in  sales- 
books,  confident  that  the  McCaskey  quality  will  be  maintain- 
ed and  that  the  price  is  right.  The  salesman  merely  writes 
up  the  order  in  plenty  of  time  to  protect  his  customer  against 
getting  out  of  books,  takes  the  order  to  the  proper  authori- 
ties for  signature  and  handles  the  entire  situation  himself. 

Many  salesmen  when  fully  acquainted  with  a customer’s 
needs  urge  an  advance  in  quality  of  book  and  style  over  pre- 
vious orders  each  time  they  go  after  the  business  until  the 
customer  becomes  a quality  salesbook  user  and  has  become 
established  in  the  use  of  a certain  style  and  form  of  make 
up. 

If  the  salesbook  user,  be  the  books  McCaskey  or  other, 
is  using  a book  with  lines  ruled  in  black,  every  effort  should 
be  bent  to  install  a book  with  lines  ruled  in  red;  where  the 
lines  are  already  ruled  in  red,  a book  combining  red  lines  with 
black  and  red  lettering  often  gains  interest  and  an  order. 

In  cases  where  the  customer  complains  of  business  and 
slow  paying  customers,  the  reply  is  to  show  a book  printed 
in  red  and  carrying  in  black  a clearly  worded  notice  regard- 
ing payment  of  bills,  such  as — ‘‘All  bills  payable  within  30 
days,”  etc. 

Friendship  with  those  who  use  the  salesbooks,  clerks, 
drivers,  bookkeepers  etc.,  has  brought  results  in  that  these 
individuals  will  recommend  McCaskey  salesbooks.  Such  a step 
tends  to  hold  good  users  who  are  being  worked  upon  by  a 
strenuous  outside  competition  and  to  work  up  a business  vol- 
ume previously  held  by  competition. 

Experience  has  taught  older  salesmen  not  to  be  afraid  to 
let  merchants  know  that  their  business  is  wanted  by  McCas- 
key, and  that  they  as  salesmen  can  stand  confidently  back  of 
the  order  the  merchant  will  get  from  the  McCaskey  plant. 

Personal  Follow-up  of  Salesbook  Customers 

Nothing  approaches  a salesman’s  personal  follow-up  of  his 
established  salesbook  customers  and  possible  salesbook  cus- 
tomers in  keeping  his  eye  on  the  salesbook  business  in  his 
territory.  It  is  for  this  reason  that  the  company  has  made 
it  easy  for  the  salesman  to  keep  his  follow-up.  A No.  2 Box 
File,  a 1 to  31  index,  a January  to  December  index,  and  an  A 
to  Z index  are  included  in  every  salesman’s  consigned  equip- 
ment. By  the  aid  of  the  0-256  record  forms  a record 
can  be  quickly  and  accurately  made  of  the  date  when 
next  the  customer  will  be  in  the  market  for  salesbooks.  If 
the  salesman’s  personal  copy  of  this  record,  the  yellow  tripli- 
cate slip,  is  placed  in  the  file  to  come  to  his  attention  the 
month  before  the  customer  has  indicated  that  he  will  again 
be  in  the  market,  the  salesman  is  in  position  to  route  his  fol- 
low-up to  reach  the  possible  buyer  before  a competitive  sales- 
man catches  him  ready  to  buy  again.  McCaskey  salesbook 
selling  veterans  keep  such  a follow-up  and  successfully  hold 
their  regular  customers  and  work  up  new  business  year  after 
year  by  this  method  of  close  contact  with  the  salesbook  buy- 
ing public. 


465 


McCASKEY  SALES  BOOKS 


CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  What  is  the  McCaskey  rating  in  the  salesbook 
market  ? 

2 —  Give  a general  discussion  of  paper  manufacture. 

3 —  How  does  McCaskey  Surety  carbon  compare  with 
other  carbon-backed  salesbook  coating? 

4 —  Name  the  leading  styles  of  McCaskey  Duplicate 
Surety  salesbooks?  Triplicate  Surety?  Dupli- 
cate Single  Carbon?  Triplicate  Single  Carbon? 
Boston  books? 

5 —  What  are  the  two  most  generally  used  Surety 
styles?  Why  does  the  company  prefer  to  make 
them? 

6 —  What  are  the  advantages  of  the  No.  51?  No.  81? 
No.  120? 

7 —  How  do  the  No’s.  24,  42  etc.,  differ  from  the  No’s. 
22,  23,  etc? 

8 —  Why  is  a so-called  special  book  more  costly  to  the 
customer?  How  many  of  the  regular  books  can 
be  ganged  in  the  No.  22  style? 

9 —  In  what  way  do  Boston  salesbooks  differ  from  the 
styles  made  in  the  Alliance  factory? 

10 —  Who  are  users  of  salesbooks? 

11 —  Name  several  methods  which  are  effective  in  sell- 
ing McCaskey  quality  salesbooks. 

12 —  What  are  the  outstanding  features  of  McCaskey 
salesbooks  ? 

13 —  Explain  two  tests  of  carbon  coating  which  are  ef- 
fective in  demonstrating  McCaskey  Surety  quality. 

14 —  What  is  the  advantage  of  blue  carbon  over  black? 
Of  red  printing  over  black? 

15 —  How  can  a salesman  best  keep  a follow-up  on 
the  salesbook  business  possibilities  in  his  terri- 
tory? 


466 


ANSWERS  TO  OBJECTIONS 


Chapter  VIII 

McCaskey  Answers  to  Objections 

In  the  presentation  of  McCaskey  Systems,  questions  v^ill 
be  raised  from  the  approach  to  the  closing  by  the  prospect. 
Merchants  will  not  always  grasp  the  full  advantage  of  McCas- 
key methods  at  a single  hearing;  many  will  have  formed  opin- 
ions previously  and  will  have  to  be  made  to  understand  that 
they  have  not  held  a true  conception  of  McCaskey  possibili- 
ties. The  situation  created  by  an  objection  raised  will  offer 
the  well-informed  salesman  an  opportunity  to  get  a line  on  the 
train  of  thought  in  the  merchant’s  mind  and  center  his  efforts 
on  points  which  will  overcome  the  obstacle  and  clear  away 
objections  to  buying.  The  following  methods  of  replying  to 
frequently  made  objections  are  recommended;  they  have  been 
used  in  the  field  effectively. 

CREDIT  SYSTEM  OBJECTIONS  MET 
DURING  APPROACH 
1 — I don* t like  a loose  slip  system, 

(a)  I can  appreciate  your  feelings  in  that  direction,  Mr. 

, for  I experienced,  the  very  same  feeling  when  I,  myself, 

first  looked  into  the  system  and  I find  that  others  are  inclined 
to  possess  this  feeling  of  prejudice  until  they  investigate  the 
matter  carefully.  As  a matter  of  fact,  the  charge  slips  are  not 
loose  like  checks,  paper  money  and  silver  in  the  cash  drawer 
of  your  cash  system,  but  while  detached  are  held  firmly  in  place 
by  a thirteen  coil  spring  made  of  the  best  piano  steel  wire.  In 
as  much  as  none  of  our  nearly  500,000  users  have  ever  lost  any 
charge  slips  by  using  the  systems,  I am  sure  that  you  will  agree 
with  me  that,  if  they  can  use  it  with  that  degree  of  efficiency, 
there  is  not  occasion  to  worry  over  what  never  happens. 

98%  of  the  business  world  uses  as  a medium  loose  gold,  sil- 
ver, paper  money,  checks,  drafts,  trade  acceptances,  notes,  etc. 
I am  sure  that  you  value  dollars  in  this  form  as  much  as  you 
value  dollars  on  your  books. 

. ..  (b)  Yes,  Mr.  — , we  are  all  prejudiced  against  the  au- 

tomobile twenty-five  years  ago  because  we  had  all  grown  so  ac- 
customed to  driving  the  horse  and  buggy.  But  the  auto  has 
crowded  out  the  horse — it  does  the  same  work  better  and  fast- 
er. Just  as  a mechanical  expert  devised  the  automobile,  a sys- 
tem expert  devised  the  McCaskey  System,  a method  which  has 
become  one  of  the  greatest  time,  labor  and  money  savers  in 
business.  It  has  crowded  out  the  old  daybook  and  ledger  and 
other  less  effective  methods. 

(c)  The  only  time  you  would  raise  such  an  objection  is  be- 
fore you  have  used  the  McCaskey  System— never  afterwards. 
The  difficulties  you  have  in  mind  do  not  develop.  When  you 
consider  that  you  receive  loose  slips  as  bills,  that  the  govern- 
ment uses  loose  slips  as  money  orders,  that  the  railroads  use 

501 


ANSWERS  TO  OBJECTIONS 


loose  slips  as  tickets,  etc.,  you  will  recognize  that  the  business 
of  the  world  is  done  with  loose  slips.  The  most  valuable  rec- 
ords and  documents  are  all  on  separate  pieces  of  paper — mail- 
matter,  deeds  for  property,  mortgages,  bills-of-sale,  etc.  These 
units  are  not  bound  in  any  book;  few  are  ever  lost.  Go  to  the 
banks,  court-houses,  post-offices,  etc.,  for  statistics.  Yet  the 
valuable  papers  handled  in  such  offices  are  not  as  securely  filed 
as  are  your  records  of  charge  sales  when  kept  by  the  organized, 
efficient  McCaskey  method. 

(d)  Mr.  , you  are  now  using  loose  slips  when  mak- 

ing your  charges,  and  there  is  much  more  danger  of  your  losing 
the  slips  before  they  are  posted  to  the  ledger  than  there  would 
be  in  making  the  original  and  final  record  of  the  charges  on 
the  slips  and  at  once  placing  them  behind  the  clip  springs  in 
the  compartments  of  the  McCaskey  register. 

(e)  Reference  to  nearby  users  over  a period  of  years,  with 
aid  of  testimonial  letters,  provides  an  excellent  reply  to  this 
objection.  Intimate  knowledge  of  good  users  and  capacity  of 
large  systems  in  community  is  of  value. 

(f)  By  that,  Mr.  Merchant,  I take  it  that  you  are  afraid 
that  you  will  lose  the  charges  that  the  sales  slips  represent. 
That  is  correct,  is  it  not?  Now,  as  a matter  of  fact,  did  you 
ever  hear  of  a user  of  McCaskey  System  losing  charges  in  this 
manner?  On  the  other  hand,  you  have  heard  of  them  losing 
charges  with  your  kind  of  a system,  or  possibly  you  have  ex- 
perienced the  losses  yourself,  by  failing  to  make  the  charge;  by 
losing  the  sales  slip  before  it  is  posted;  by  unknowingly  let- 
ting the  customer  overbuy;  by  the  customer  overbuying  inten- 
tionally, but  due  to  your  present  system  unknowingly;  by  rea- 
son of  the  fact  that  the  customer  did  not  know  what  he  owed 
and  so  could  not  prepare  to  meet  it;  by  reason  of  the  fact  that 
your  system  places  obstacles  in  the  way  of  the  customer  paying 
his  bill,  for  he  knows  that  a certain  one  looks  after  that,  and  if 
he  comes  and  finds  that  individual  out,  or  busy,  he  goes  away 
and  when  he  does  return,  the  great  probability  is  that  he  will 
not  have  money  then  to  pay  his  account. 

(He  will  admit  that  some  of  these  are  actual  losses  in  his 
business  with  his  present  system  and  that  the  others  are  pos- 
sible losses).  By  reason  of  the  fact  that  the  customer  cannot 
see  it  at  the  time  when  the  details  are  fresh  in  his  mind  and  that 
he  later  finds  that  the  account  is  more  than  he  thought  it  was, 
he  is  very  much  inclined  to  believe  that  an  error  has  been 
made,  and  does  not  appreciate  the  credit  service  that  has  been 
extended  to  him. 

The  McCaskey  System  eliminates  these  weak  spots  as  fol- 
lows, 

(1) — Forgotten  charges: — 

Use  salesbooks  for  the  original  entry.  Make  it  easy  to  make 
the  charge. 

Write  the  order  first  and  assemble  the  goods  afterward  so 
that  all  items  are  sure  to  be  entered. 

The^  totaled  charge  slip  makes  it  valuable  to  the  customer 
and  he  insists  on  getting  it,  compelling  the  merchant  or  clerk 
to  make  the  charge. 

The  clerk  becomes  accustomed  to  going  to  a central  point 
to  complete  the  charge  and  so  gets  in  the  habit  of  doing  it 
right. 


502 


ANSWERS  TO  OBJECTIONS 


C2J  — How  to  guard  against  possible  lost  charge  slips. 

Use  triplicate  salesbooks  with  book  numbering  and  1 to  50 
numbering.  Provide  each  clerk  with  a book  each  day  and  make 
record  of  the  book  number  of  the  book  assigned.  Make  each 
clerk  account  for  each  charge  slip  used  at  the  end  of  the  day. 
When  a charge  sale  is  made  have  them  place  the  duplicate. copy 
on  a spindle  file  or  in  the  cash  drawer  of  the  cash  register  sys- 
tem. When  the  day’s  business  is  closed,  the  slips  used  and  torn 
from  each  of  the  salesbooks  in  the  hands  of  the  clerks  are 
checked  up  by  the  1 to  50  numbering  to  see  that  they  are  all 
there. 

Auditing  Clip  Spring 

The  charge  slips  are  all  placed  in  front  of  these  auditing 
clip  springs  until  the  day’s  business  is  closed  and  the  entries 
to  the  various  accounts  made  during  the  day  are  audited  and 
the  slips  placed  behind  the  clip  springs. 

This  auditing  clip  spring — 

Enables  the  proprietor  to  see  at  a glance  the  names  of  the 
customers  who  have  bought  goods  on  credit  during  the  day,  and 
those  who  have  paid  money  on  account. 

Enables  the  proprietor,  cashier  or  bookkeeper  to  check  and 
audit  each  day’s  credit  business;  permits  the  correction  of  mis- 
takes made  during  the  day. 

Enables  the  proprietor  to  know  each  day  who  is  careless  or 
who  makes  mistakes  in  the  handling  of  credit  accounts. 

When  an  account  is  paid  in  full,  the  customer’s  balance  is 
brought  forward  on  a salesbook.  The  sales  slip  is  balanced  and 
marked  “Paid”  and  the  duplicate  is  filed  in  the  customer’s  com- 
partment in  the  register.  The  paid  slips  are  filed  back  of  the 
customer’s  number  in  the  “Paid”  numerical  file  in  the  base  of 
the  system,  or  in  a separate  filing  cabinet,  and  thus  the  bal- 
anced slip  of  a different  color  or  colored  ink  makes  the  custo- 
mer’s record  in  the  register  continuous  and  enables  the  mer- 
chant to  exercise  an  added  check  on  the  clerk  and  customer 
through  the  medium  of  this  record.  In  this  manner  all  com- 
partments for  which  there  is  a name  in  the  index  must  have  a 
white  charge  slip  showing  a debit,  or  one  of  different  color, 
or  colored  ink  showing  a credit  or  balanced  account. 

2 — I have  carefully  investigated  your  system  and  would  not  be 
interested, 

(a)  We  have  gotten  out  a lot  of  new  improvements  lately 
and  I would  like  to  ask  you  what  you  think  of  them.  People 
who  do  a credit  business  as  you  do,  are  always  interested  in 
giving  satisfaction  to  their  customers  and  in  getting  in  their 
money  in  the  quickest  and  easiest  way. 

No  doubt  you  did  not  investigate  these  features  of  our  sys- 
tems, as  I find  from  my  travels  that  if  there  is  any  one  thing 
that  the  merchant  who  does  a credit  business  is  interested  in, 
it  is  in  making  prompt  and  satisfactory  collections,  and  that  is 
where  the  McCaskey  stands  out.  It  brings  in  the  money. 
Therefore,  if  you  will  look  over  this  with  me  a minute,  etc. 

(b)  Passing  judgment  upon  the  desirability  and  value^  of  a 
McCaskey  System  without  giving  it  a chance  in  your  business, 
is  like  deciding  whether  or  not  a fruit  cake  will  taste  good  by 
looking  at  it  through  the  bakery  window.  If  you  are  interested 
in  saving  time  and  money  and  increasing  the  number  of  good 
paying  customers,  you  ARE  INTERESTED.  It  does  many 
things  for  you  which  you  cannot  see  from  the  outside. 

503 


ANSWERS  TO  OBJECTIONS 


(c)  But,  did  you  investigate  it  with  an  open  mind  and  care- 
ful thought  as  to  how  it  was  applied  to  your  business. 

(d)  When  you  investigated  our  system,  you  undoubtedly 
found  that  it  was  a great  result  getter,  a time  and  money  saver. 
I stand  ready  to  prove  to  you  that  you  should  have  found  this 
to  be  a fact.  This  being  a fact,  you  as  a business  man  cannot 
afford  to  continue  the  more  costly  methods. 

3, — I am  PERFECTLY  SATISFIED  with  my  present  system 
and  would  not  care  to  consider  any  other  system, 

(a)  Tots  of  people  were  satisfied  with  the  old  tallow  dip. 
That’s  the  fix  you  are  in  with  the  daybook  and  ledger.  Don’t 
you  want  an  Edison? 

You  may  be  satisfied  with  your  present  equipment,  but 
won’t  you  let  me  show  you  this  system  which  may  give  you 
even  greater  satisfaction;  I am  sure  there  are  features  in  the 
McCaskey  System  that  will  handle  your  records  better. 

(b)  I am  confident  that  our  system  has  not  been  properly 
explained  to  you;  if  it  had  been  you  could  not  possibly  be  un- 
der such  an  impression.  It  is  human  nature  to  reduce  to  a min- 
imum the  unproductive  labor  in  business,  and  this  I am  confi- 
dent I can  convince  you  that  we  can  do. 

(c)  I believe  that  you  are  telling  the  truth  when  you  say 
that,  but  let  me  ask  you  a question.  Did  you  ever  see  a mer- 
chant who  said  that  his  collections  were  too  good,— and  right 
now  cannot  you  call  to  mind  any  accounts  on  your  own  books 
that  are  slow  or  could  be  speeded  up?  A McCaskey  System 
helps  wonderfully  on  collections. 

(d)  The  person  who  is  perfectly  satisfied  does  not  live — 
you  do  not  mean  just  that.  You  mean  that  you  ‘are  getting  by 
yet’  with  your  present  system.  How  long  can  you  hold  your 
business  in  competition  with  merchants  who  are  giving  their 
customers  better  service  than  you  can  possibly  give  with  your 
system?  Honest  people  want  to  know  all  the  time  what  they 
owe.  They  spend  their  money  where  they  get  service  that 
pleases  them.  You  cannot  fool  them  forever. 

(e)  Satisfaction  is  not  the  word  you  mean — you  mean  you 
are  using  it,  have  used  it  and  know  nothing  by  experience  of 
better  methods — you  interpret  your  feelings  as  being  those  of 
satisfaction.  As  a matter  of  fact,  each  time  you  have  to  sit 
down  and  post  your  charges — sometimes  days  of  them  which 
are  behind — and  when  the  first  of  the  month  comes  and  you 
must  tie  yourself  down  to  your  desk  and  make  out  itemized 
statements,  does  your  feeling  of  satisfaction  rise  to  comfort 
you  in  your  useless  labor?  Then  after  the  hard  effort  you 
have  made,  a customer  comes  in  to  dispute  a balance — does 
your  satisfaction  make  up  the  loss  suffered  in  the  settlement? 

(f)  If  you  are  satisfied  with  your  system  you  are  satis- 
fied with  the  results  (or  rather,  lack  of  results)  you  are  get- 
ting from  it.  Perhaps,  if  you  really  knew  your  system  you 
would  not  be  satisfied.  Have  you  not  customers  on  your  books 
who  have  bought  more  than  you  intended  selling  them?  Well, 
you  know  what  happens  when  such  customers  overbuy — you 
lose  both  the  money  and  the  account  (Question  this  merchant 
as  to  his  satisfaction  with  the  Actual  and  Possible  Losses — 
pages  603  to  613 — due  to  his  present  methods.  Enumerate  them 
and  consider  them  carefully  with  him). 

504 


ANSWERS  TO  OBJECTIONS 


(g)  Being  satisfied  makes  a man  dull — lazy.  Dissatisfac- 
tion is  what  moves  the  young  man  to  higher  ideals  and  makes 
the  merchant  strengthen  his  weak  spots.  There  is  no  such 
thing  as  perfect  satisfaction  without  using  the  McCaskey  Sys- 
tem with  charge  accounts. 

4— We  have  lots  of  time,  and  we  can  just  as  well  keep  books 
ourselves  and  save  the  money  we  would  have  to  pay  for  a 
McCaskey  System, 

(a)  I am  confident,  that  if  you  have  lots  of  time  as  you 
mention,  that  cultivating  trade  will  be  a better  investment  of  this 
time  instead  of  squandering  it  over  the  time  honored  ledger. 
Graveyards  are  full  of  people  who  have  nothing  but  time ; they 
are  dead  ones.  Dive  ones  can  find  use  for  every  minute,  im- 
proving their  stores,  stock,  and  giving  the  general  impress  of 
prosperity  instead  of  decay. 

However,  the  McCaskey  System  does  not  depend  by  any 
means  for  its  success  entirely  in  the  saving  in  time  that  it  af- 
fords. It  gives  better  service  to  your  customers,  which  is 
capitalized  in  dollars  and  cents,  and  a saving  in  actual  cash  for 
yourself.  A McCaskey  will  pay  for  itself  in  the  saving  of  post- 
age alone  in  a little  more  than  a year.  Have  you  anything 
else  in  your  store  that  can  give  you  the  service  and  make 
you  the  saving? 

5 —  I have  a cashier  (or  bookkeeper)  and  would  retain  him  in 
any  case  to  do  other  work;  he  has  plenty  of  time  to  do  the 
book  work  too, 

(a)  It  is  not  a question  of  work  only,  but  of  better  service 
to  your  customer,  which  is  capitalized  in  dollars  and  cents,  and 
the  savings  in  absolute  cash  for  yourself.  Why,  a McCaskey 
will  pay  for  itself  in  the  saving  in  postage  alone  in  a little  more 
than  a year. 

Have  you  anything  else  in  your  store  that  can  give  you  the 
service  and  make  the  saving?  I should  say  not!  It  will  avoid 
aggravating  controversies  with  customers  over  the  amount  of 
their  bills.  It  will  keep  some  customers  that  you  would  other- 
wise lose,  and  you  can  well  afford  to  pay  your  bookkeeper  for 
keeping  the  McCaskey  System  and  entertaining  trade.  You 
are  paying  for  a system,  so  why  not  have  it? 

(b)  All  the  money  that  you  pay  your  bookkeeper  while  he 
is  working  on  the  books,  is  taking  profit  that  has  already  been 
earned.  You  know  that  all  the  profit  that  you  make  on  your 
goods  is  made  when  your  clerk  delivers  them  over  the  counter. 
Our  system  will  make  your  bookkeeper  more  efficient,  besides 
giving  him  time  to  earn  his  salary  in  selling  goods. 

(c)  All  well  and  good.  Let's  reduce  their  time  on  book 
work  50%  and  use  that  much  more  time  in  keeping  up  stock, 
giving  you  data  regarding  your  business,  etc.  It  will  pay; 

(d)  Make  your  help  all  pay  their  way,  have  them  do  some- 
thing that  pays  you  and  saves  you,  and  not  something  that 
spends  your  money  and  frets  you. 

6 —  I don't  like  that  system, 

(a)  I believe  that  statement,  because  if  you  liked  it,  I have 
confidence  enough  in  your  progressiveness  to  think  that  you 
would  have  one  in  use.  But,  I also  think  that  the  reason  that 


505 


ANSWERS  TO  OBJECTIONS 


you  do  not  like  it  is  because  that  you  have  not  taken  the  time 
to  investigate  and  understand  it. 

(b)  Perhaps  you  didn’t  like  your  wife  the  first  time  you 
saw  her,  but  after  getting  well  acquainted  wdth  her  you  find 
her  to  be  the  finest  woman  in  the  world.  You  get  thoroughly 
acquainted  with  a McCaskey  and  I’ll  bet  you’ll  fall  desperately 
in  love  with  it.  Everyone  who  has  used  one  and  knows  it,  is 
‘dead  struck’  on  it.  I would  like  to  introduce  you  to  it. 

(c)  I take  it  that  you  are  not  in  business  for  your  health. 
You  are  in  this  business  for  the  profit  there  is  in  it.  If  my  sys- 
tem will  increase  your  profit  and  do  it  with  less  work,  less  er- 
rors, don’t  you  believe  that  it  would  be  to  your  interest  to  like 
it? 

(d)  Some  people  have  expressed  themselves  as  not  pleas- 
ed with  other  things  considered  by  the  great  majority  as  desir- 
able and  necessary.  If  you  will  tell  me  what  particular  feature 
you  do  not  like,  it  is  possible  that  I can  explain  its  use  so  that 
you  will  recognize  the  value  of  it. 

(e)  I am  sure  that  you  handle  many  items  that  you  per- 
sonally dislike,  simply  because  there  is  a demand  for  them  on 
the  part  of  your  customers,  and  you  are  a good  enough  busi- 
ness man  to  overlook  your  personal  prejudice  in  the  matter. 
In  other  words,  within  reasonable  limitations  you  let  the  cus- 
tomer determine  what  you  are  going  to  use  or  handle.  This 
reminds  of  what  Supt.  Hawkins  of  the  Jordan  Marsh  Company, 
Boston,  said  in  a final  talk  to  a class  in  salesmanship,  composed 
of  the  sales  people. 

“As  you  are  about  to  enter  the  employ  of  the  Jordan  Marsh 
Company,  there  is  one  very  important  thing  that  you  should 
know  and  that  is,  who  is  boss  in  this  store.  Now  who  is  the 
boss,  I ask,  pointing  to  some  eager  student.  The  answer  usu- 
ally comes  back  ‘Why  you  are.’  I reply  with  emphasis,  ‘Oh, 
no,  I am  not  the  boss.’  All  are  intensely  interested  now.  Posi- 
tive voices  in  chorus  proclaim  the  members  of  the  firm  to  be 
the  boss.  I say  again,  ‘No,  he  is  not  the  boss.  The  boss  in  this 
store  is  the  customer.’ 

“It’s  for  the  customers  you  and  I are  working.  It’s  the  cus- 
tomer who  pays  your  wages  and  mine.  If  it  were  not  for  the 
customer  you  and  I would  be  looking  for  a job,  and  we  might 
not  get  as  good  a one  as  we  have  here.  Now  if  you  are  sitting 
behind  your  counter  doing  nothing,  and  see  me  coming,  don’t 
jump  up;  but  if  you  see  the  customer,  the  boss,  coming,  jump!” 

Now  your  customers  know  and  appreciate  McCaskey  ser- 
vice, and  if  Supt.  Hawkins’  position  was  correct,  they  are  the 
ones  you  are  dependent  upon.  Your  attention  in  making  Mc- 
Caskey service,  your  service,  will  bring  them  into  the  fold. 

7 — I would  not  give  that  system  counter  space;  would  not  use 
it  ii  you  were  to  give  it  to  me, 

(a)  You  have  a perfect  right  to  your  opinion  and  I re- 
spect that  right.  Scores  of  good  merchants  are  now  using  our 
systems  who,  at  one  time  or  another,  gave  expression  to  similar 
sentiments.  They  now  prefer  the  McCaskey. 

(b)  You  will  come  around  all  right  some  day.  I know  fel- 
lows riding  in  autos  today  who  threatened  to  shoot  the  next 
one  that  frightened  their  horses.  You’ll  get  the  McCaskey  habit. 
Your  customers  will  recommend  it  to  you. 


506 


ANSWERS  TO  OBJECTIONS 


(c)  You  surprise  me  because  I see  that  you  are  giving 
space  to  several  things  that  would  be  better  hidden  from  dis- 
cerning buyers.  Of  course,  if  your  business  is  of  such  a kind 
and  your  customers  of  such  a quality  that  live  service  is  not 
worth  while,  and  a saving  in  time  and  money  not  considered, 
then  your  attitude  is  quite  correct. 

8 — I prefer  my  ledger  to  the  McCaskey  System, 

(a)  I have  heard  many  men  tell  me  of  their  preference  for 
the  ledger,  men  who  afterward,  turned  to  “One  Writing,’"  won- 
dered why  they  had  wasted  so  many  valuable  hours  posting  ac- 
counts when  it  could  have  been  done  so  quickly  and  correctly 
the  McCaskey  way. 

The  best  bookkeeper  in  business  today  is  the  one  who  has 
the  least  amount  of  red  tape,  yet  who  gets  all  desired  infor- 
mation in  the  minimum  of  time.  This  is  the  service  of  the 
McCaskey  System. 

(b)  The  shortest  distance  between  two  points  is  a straight 

line,  isn’t  it,  Mr. . That  is  just  what  McCaskey  “One 

Writing”  is,  the  shortest  possible  route  between  the  purchase 
of  an  article  and  the  final  accounting  operation.  Compare 
with  your  present  method. 

Original  entry — transfer  to  ledger — statements — 

McCaskey  way — “One  Writing”;  your  way — three  to  four 
writings. 

McCaskey  way — but  one  chance  for  error ; your  way  three 
to  four  chances  by  transposition  of  figures. 

McCaskey  way — a statement  with  each  purchase ; your 
way — a statement  each  week,  every  two  weeks  or  monthly. 

McCaskey  way — customer  and  yourself  continually  post- 
ed up-to-the-minute  as  to  the  standing  of  the  account;  your 
way — posted  only  at  intervals. 

McCaskey  way — better  collections,  no  disputes,  no  adjust- 
ments; your  way — slow  collections,  frequent  disputes,  frequent 
adjustments. 

McCaskey  way — twenty  accounts  visible  ; your  way — one 
account  visible. 

Twenty  times  greater  visibility  by  McCaskey;  twenty  to 
one  chance  of  avoiding  trouble  over  accounts. 

(c)  A man’s  preference  in  matters  is  not  always  a cure  for 
his  ills.  Sane  and  practical  methods  of  merchandising  are  not 
based  upon  preferences  but  upon  established  results.  You  may 
prefer  your  ledger  to  a McCaskey  while  your  customers  do 
not.  People  of  this  day  and  age  want  an  itemized  list  of  their 
charge  purchases.  They  do  not  wish  to  pay  for  what  they  do 
not  get,  and  they  wish  to  check  their  purchases  to  satisfy  them- 
selves. 

(d)  Salesman:  “You  think  then  that  your  record  of  the  cus- 
tomers’ accounts  as  they  are  in  your  ledger  are  correct.’ 

Possible  Buyer:  “Yes.” 

S : “Let’s  say  for  example,  that  I am  a good  charge  cus- 
tomer of  yours  and  come  in  to  ask  what  I owe  you.  What  do 
you  do?” 

P:  “Turn  to  your  account  in  the  ledger  and  tell  you.” 

S:  “But  supposing  I don’t  feel  that  the  account  as  you  have 

507 


ANSWERS  TO  OBJECTIONS 


it  in  the  ledger  is  correct,  that  3^ou  through  error  have  charged 
me  with  something  purchased  by  somebody  else,  or  failed  to 
credit  me  with  some  payments  on  account,  how  are  you  going 
to  prove  to  my  satisfaction  that  the  account  is  correct?  Are 
you  going  to  stand  pat  on  your  ledger?’' 

P : “I  will  look  up  my  original  charge  slips  (or  daybook) 
and  verify  the  entries  on  your  account.  I never  destroy  these 
original  records.” 

S:  “You  said  something;  I am  glad  to  learn  that  you  do  not 
destroy  your  original  entries  of  charge  accounts,  that  you  pin 
faith  in  them.  However,  when  you  show  these  to  the  customer, 
you  are  practically  admitting  that  there  is  a question  in  your 
own  mind  as  to  the  accuracy  of  the  account. 

“By  referring  to  the  original  charge  slips,  you  not  only 
convince  the  customer,  but  also  yourself,  of  the  accuracy  (or 
inaccuracy)  of  the  account;  you  admit  that  you  have  no  faith 
in  your  ledger;  the  customer  admits  it;  and  the  court  admits  it 
as  it  will  not  be  accepted  as  evidence  You  all  fall  back  on  the 
original  qntry,  the  charge  salesslips  or  daybook. 

“Posting  to  the  ledger  is  but  added  expense,  giving  added 
opportunity  for  error,  as  it  does  not  improve  the  accuracy  of 
the  account.  To  the  contrary,  it  creates  a feeling  of  uncertain- 
ty as  to  its  accuracy  in  the  minds  of  both  yourself,  your  cus- 
tomers and  the  court.”  The  McCaskey  way  recognizes  this  by 
making  the  original  entry,  the  final  entry.  It  thus  eliminates 
the  work,  and  opportunities  for  error,  the  necessity  of  looking 
beyond  the  account  for  records  of  evidence  verification,  due  to 
posting  the  account  to  a ledger.  At  the  same  time  it  eliminates 
forgotten  charges,  and  enables  the  customer  to  see  at  the  time 
the  transaction  takes  place  and  the  details  are  fresh  in  his  mind 
whether  or  not  an  account  is  absolutely  correct  after  a charge 
has  been  added  or  a credit  deducted.  It  also  makes  it  easy  for 
him  to  pay  as  he  always  knows  what  he  owes.  Here  is  how  it 
does  these  things.”  (Proceed  to  demonstrate  these  points  and 
others  by  means  of  a sample.) 

9 —  I prefer  the  individual  book  system  to  the  McCaskey  Sys- 
tem. 

(a)  The  individual  books  are  a step  toward  the  McCaskey. 
When  you  get  tired  of  wasting  time  copying  orders,  get  tired 
of  having  forgotten  charges  creeping  in,  get  tired  of  losing  a 
book  now  and  then,  with — perhaps — the  price  of  a McCaskey 
System  in  it  or,  and  I sincerely  hope  this  does  not  happen  to 
you,  when  you  are  aroused  from  sleep  some  night  and  told 
that  your  store  is  afire  and  there  is  no  chance  to  save  any- 
thing, you  will  begin  to  wish  you  had  the  McCaskey  in  there  to 
protect  your  business  and  to  give  fire  protection  to  your  ac- 
counts. 

(b)  Some  jobbers  have  stated  that  they  will  extend  50% 
more  credit  to  a merchant  who  uses  the  McCaskey  credit  sys- 
tem. They  know  that  such  merchants  are  in  better  position 
to  have  their  business  under  control. 

10 —  I have  just  bought  a loose  leaf  ledger  and  a lot  of  fillers 
and  must  use  them  up  first. 

(a)  By  all  means  use  them  up.  Don’t  waste  anything,  not 
even  your  time.  You  mean  you  have  invested  $10  in  paper  and 
are  going  to  invest  $100  worth  of  time  for  nothing  in  order  to 
save  that  $10.  That’s  like  the  merchant  who  wouldn’t  cut  a cus- 
tomer off  after  allowing  him  $5  credit  which  he  didn’t  pay 

508 


ANSWERS  TO  OBJECTIONS 


when  he  promised.  The  merchant  let  him  have  $45  more  credit 
thinking  he  would  save  his  $5. 

(b)  Use  your  ledger  for  your  wholesale  accounts.  You  do 
not  need  to  throw  it  away. 

(c)  They  have  to  be  posted,  don’t  they?  If  you  should  go 
away  hunting  or  be  sick  for  a couple  of  weeks  could  any  clerk 
tell  a customer  what  his  account  amounts  to,  if  you  do  the  post- 
ing? Does  that  ledger  prevent  forgotten  charges,  or  loss  of 
customers  through  disputed  charges? 

11 — I am  planning  to  quit  the  credit  business  and  begin  selling 

for  cash  only, 

(a)  That  indicates  very  definitely  that  your  credit  business 
has  been  improperly  handled,  for  today  the  energetic  merchant 
is  hunting  for  good  credit  customers,  and  when  you  change  you 
will  shut  out  of  your  store  a lot  that  should  be  your  best  cus- 
tomers. The  only  chance  the  individual  merchant  has  today  to 
compete  with  stiff  chain  store  business  is  through  a properly 
conducted  credit  business. 

You  cannot  make  the  change  successfully,  if  the  experience 
of  others  carries  any  meaning.  We  are  selling  McCaskey  Sys- 
tems to  cash  and  carry  stores  and  markets  who  carry  from  50 
to  150  and  more  credit  accounts. 

It  is  this  disease  that  has  brought  financial  failure  to  more 
merchants  than  any  other  one  thing.  If  you  will  secure  an  R. 
G.  Dun  rating  book  for  this  year  and  one  for  last  year,  then 
take  a week  off  visiting  different  towns  and  calling  on  the  mer- 
chants that  have  made  the  change  or  mistake  you  are  planning 
to  make  and  look  over  their  ratings  this  year  and  last  year,  it 
will  save  you  from  that  expensive  mistake  and  convince  you 
that  a good,  substantial,  well  run  credit  business  is  the  way  to 
make  a success. 

Why,  man!  95%  of  the  business  done  in  the  United  States 
today  is  credit  business.  This  world  would  be  a wilderness  if 
it  hadn’t  been  for  credit. 

Chain  stores  have  their  losers  as  well  as  their  winners; 
but  if  anyone  should  make  a success,  they  should.  Their  vol- 
ume of  profits  does  not  come  from  the  one  store,  but  from  the 
aggregate,  don’t  forget  that.  It  is  doubtful  if  but  few  of  their 
individual  stores  pay  enough  to  justify  a one-man  ownership. 

(b)  Did  you  ever  stop  to  consider  how  much  you  will  have 
to  cut  prices  in  order  to  compete  with  the  exclusive  cash 
houses?  Cash  buyers  are  always  bargain  hunters,  always  ped- 
dle their  business,  always  scanning  advertisements  to  see  where 
a merchant  is  cutting  prices  or  making  a leader  of  some  com- 
modity and  often  selling  such  leaders  below  cost. 

It  takes  a large  capital  to  do  a cash  busjness.  Ninety  per 
cent  of  your  trade  probably  have  their  purchases  charged  sim- 
ply for  the  convenience  in  marketing  in  this  way,  and  it  is  a big 
convenience  as  you  must  admit.  Very  many  of  our  McCaskey 
users  say  that  their  credit  losses  are  less  than  one-half  of  one 
per  cent  on  their  yearly  sales  and  you  must  admit  that  if  you 
sell  for  cash  exclusively  you  will  have  to  discount  your  selling 
prices  many  times  one-half  of  one  per  cent  to  make  it  an  obiect 
for  your  customers  to  dig  down  in  their  pockets  every  time 
they  want  to  buy  some  little  article  from  yOur  store. 

Look  around  and  you  will  find  that  every  store  in  your  line 
509 


ANSWERS  TO  OBJECTIONS 


of  trade  that  is  doing  any  business,  or  making  any  amount  of 
money  in  this  community,  is  doing  a credit  business.  But  in 
order  to  do  a credit  business  successfully,  you  cannot,  of 
course,  extend  unlimited  or  promiscuous  credit.  Therefore 
some  system  that  will  keep  close  watch  of  outstanding  ac- 
counts, and  some  plan  whereby  the  ‘bill  lappers'  and  ‘lame 
ducks’  can  be  kept  in  check,  becomes  absolutely  necessary, 
therefore  I will  show  you  etc. 

(c)  When  credits  and  collections  are  poor,  a merchant 
thinks  of  quitting  the  credit  business,  but  that  is  the  time  to 
put  in  the  McCaskey  service.  You  will  find  the  successful 
merchants  are  those  doing  a successful  credit  business;  and  it 
is  the  McCaskey  service  which  makes  a credit  business  suc- 
cessful. 

(d)  Do  you  know  that  Dun  and  Bradstreet,  as  authorities 
on  commercial  life,  give  as  successes  one  in  one  hundred  in 
cash  business  and  five  in  one  hundred  in  credit  business?  I can 
think  of  but  two  successes  in  cash  business,  Woolworth  and 
Kresge,  5 and  10  cent  stores.  You  are  not  running  a five  and 
ten  cent  store. 

(e)  I would  not  blame  you  for  making  a change  from 
credit  to  cash  rather  than  to  go  on  the  way  you  are.  I believe 
I would  want  to  quit  myself.  But  from  the  fact  that  you  are 
thinking  of  making  a change,  I believe  that  your  present 
methods  are  not  satisfactory  to  you,  and  you  think  the  only 
solution  is  to  change  from  credit  to  cash.  Yet  you  agree  with 
me  that  the  credit  customer,  who  pays  every  two  weeks  or 
every  thirty  days,  is  a more  profitable  customer  than  the  aver- 
age cash  customer.  If  such  is  the  case,  is  it  not  better  to  en- 
courage the  short  time  account  customer  by  adopting  a system 
for  carrying  your  accounts  that  will  enable  you  to  keep  in  close 
touch  with  each  account  and  check  it  up  before  it  runs  too  long 
or  gets  too  large?  If  you  will  investigate  the  McCaskey  way, 
etc. 

(f)  I certainly  would,  if  I didn’t  have  a McCaskey  Regis- 
ter. You  couldn’t  run  fast  enough  to  give  me  the  best  credit 
business  tied  to  the  old  daybook  and  ledger.  I know,  I have 
tried  both  ways. 

(g)  Agree  with  this  fellow.  Every  time  a dollar’s  worth 
of  goods  leaves  the  shelf,  a dollar  should  go  into  the  cash 
drawer.  Elaborate  as  much  as  necessary  here  and  lead  him 
up  to  the  point  where  he  is  merely  “Swopping  dollars”  and  not 
merchandising  at  all.  Then  lead  on  to  show  that  he  is  increas- 
ing his  competition  (mail  order  houses,  etc.)  and  at  the  same 
time  decreasing  profits.  Again,  the  best  paying  people  buy  ser- 
vice as  well  as  goods.  It  is  too  much  trouble  to  hunt  up  change 
every  time  one  phones  for  a loaf  of  bread?  Hence,  sell  service. 

(h)  You  are  preparing  to  commit  commercial  suicide.  You 
will  lose  fifty  per  cent  of  the  amount  owing  you  when  you  quit. 
You  will  lose  one-half  of  your  customers.  “You  can  lead  a 
horse  to  water,  but  you  can’t  make  him  drink.”  You  can  tell 
your  customers  how  you  want  to  do  business,  but  you  cannot 
make  them  do  business  that  way  unless  they  want  to. 

(i)  What  discount  will  you  offer  customers  as  an  induce- 
ment for  them  to  go  to  the  inconvenience  of  paying  cash  in- 
stead of  enjoying  the  advantage  of  credit  service  elsewhere? 
Answer,  5%.  How  long  have  you  been  in  business?  Five  years. 
What  have  your  average  sales  been?  $40,000.00.  How  much 

510 


ANSWERS  TO  OBJECTIONS 


have  you  actually  lost  and  how  much  do  you  expect  to  lose  on 
accounts  now  outstanding?  $1000.00. 

Given: — A merchant  doing  an  average  yearly  business  of 
$40,000.00;  loss  $1000  of  credit  accounts  in  five  years  time.  Find 
the  percent  of  his  loss. 

5 X $40,000  equals  $200,000  or  sales  for  5 years. 

1,000  1 

equals  equals  part  of  sales  lost  or  of  1%. 

200,000  200 

Therefore  the  retailer  with  the  amount  of  business  given  in 
the  example  sustains  a loss  for  five  years  of  but  of  1%.  Thus, 
if  by  some  miracle,  you  could  enable  enough  of  your  charge 
customers  to  have  the  money  to  buy  when  the  demand  exists, 
and  can  get  a few  more  'cash’  shoppers,  you  would  lose  4^% 
more  on  a cash  basis  than  you  are  losing  now  on  a credit  basis. 

(j)  You  cannot  build  up  a business  on  price  unless  you  mis- 
lead the  public.  In  your  line  of  business,  where  any  net  profit 
is  made,  an  investigation  by  Harvard  University  shows  it  is 
from  2 to  5%  (Grocery),  8 to  10%  (Hardware),  etc.,  and  if  you 
wish  to  do  business  for  nothing  it  would  simply  mean  that  you 
could  sell  an  article  at  20c  for  19c;  every  second  10c  item  for 
9c;  every  fourth  5c  item  for  4c,  which  would  be  no  inducement 
to  the  trade. 

(k)  Mr.  , if  you  had  a boil  on  your  hand,  would  you 

cut  the  hand  off,  or  apply  some  remedy  to  the  effected  part? 
Why  commit  commercial  suicide  by  cutting  off  this  part  of 
your  business  when  you  can  save  it  by  applying  the  remedy  to 
it — McCaskey  service. 

12 — I can*t  use  your  system  in  my  business, 

(a)  Mr. , I take  it  that  you  are  entirely  sincere  in  that 

statement,  but  when  you  take  into  consideration  the  fact  that  I 
have  had  to  make  a close  study  of  your  line  of  business,  and  at 
the  same  time  our  systems  for  your  line  of  business  before  ^ 
went  on  the  road,  and  have  since  been  making  additional  stud- 
ies of  them,  you  can  readily  see  that  if  you  could  not  use  one 
of  our  systems  for  your  line  of  business,  I would  not  be  wast- 
ing my  time  by  coming  here  to  see  you. 

You  have  come  to  that  conclusion,  Mr.  , simply  be- 

cause you  have  not  been  shown  the  proper  system  to  meet  your 
individual  problems  and  I do  not  blame  3^ou  for  feeling  that 
way.  I am  sure,  however,  that  as  you  are  in  business  to  make 
money,  you  realize  the  importance  of  increasing  your  service  to 
customers,  keeping  a close  check  on  your  customers’  accounts, 
making  it  easy  for  them  to  pay  their  accounts,  making  it  easy 
for  them  to  provide  to  meet  them,  eliminating  forgotten 
charges,  eliminating  posting  and  itemized  statements,  and  in- 
creasing your  collections. 

If  I show  you  that  our  system  for  your  business  will  do 
but  a part  of  these  things,  it  is  a better  investment  than  mer- 
chandise. If  I cannot  convince  you  to  begin  with  that  it  will 
do  what  you  do  not  seem  to  feel  that  it  will  do,  if  you  will  give 
me  a chance,  then  I will  go  my  way. 

It  will  take  but  a short  time,  and  after  I show  you,  you  will 
always  thank  your  stars  that  you  extended  the  courtesy  of 

lending  me  your  ear  for  a few  moments.  Now,  Mr.  , your 

reason  for  thinking  you  could  not  use  our  system  is  what? 

511 


ANSWERS  TO  OBJECTIONS 


(b)  Mr. , if  you  could  travel  constantly  and  call  upon 

fifty  McCaskey  users  a day,  it  would  take  you  many  years  to 
see  them  all.  You  would  find  a large  percentage  of  those 
users  to  be  in  your  exact  line  of  business,  meeting  the  same 
problems  you  are  meeting.  The  fact  is — they  have  tried  it  out 
for  you  in  advance. 

(c)  I do  not  care  what  business  you  are  in;  there  is  a 
McCaskey  System  adapted  to  your  needs.  Recently  we  sold  a 
wholesale  confection  house  run  by  two  brothers.  One  brother 
bought  before  the  second  brother  came  in  and  said,  ‘Don't  buy 
it,  it’s  all  right  for  a retail  man,  but  not  for  a wholesale  busi- 
ness.’ The  brother  who  had  just  signed  the  order  remarked 
that  the  firm  had  bought  and  that  if  he  thought  it  no  good  at 
the  end  of  three  months,  the  buyer  would  pay  his  share  also. 
The  McCaskey  System  did  not  have  a better  supporter,  after 
three  months,  than  the  brother  who  did  the  kicking  in  the  first 
place. 

(d)  The  same  principles  that  are  successful  in  one  business 
will  be  so  in  another.  You  are  apt  to  be  more  than  ever 
successful  in  the  use  of  a McCaskey  in  that  you  recognize 
wherein  your  business  is  different  from  others  ; you  will  natur- 
ally take  more  interest  in  the  operation  of  the  McCaskey  to 
your  advantage  and  get  the  greater  results. 

(e)  Mr.  — , if  one  of  your  customers  came  into  your 

store  and  you  asked  him  to  take  a look  at  something  you  had, 
which  from  your  knowledge  of  it  and  acquaintance  with  him, 
you  knew  he  could  use  to  very  great  advantage,  wouldn’t  you 
think  it  very  strange  if  he  did  not  show  you  the  courtesy  of 
taking  a look  at  it,  even  though  he  had  been  improperly  shown 
it  before? 

My  situation  is  the  same  as  yours  would  be  in  that  case. 
You  will  lose  more  by  not  looking  into  this  matter  properly 
than  I,  for  I will  simply  lose  the  credit  for  one  sale  which 
I would  not  want  to  make  unless  you  had  need  for  our  system, 
while  you  will  lose  something  everyday.  I will  set  my  sam- 
ple up  over  here,  and  if  you  are  too  busy  right  now,  I will  wait 
a few  minutes  until  you  have  a little  more  time  to  spare. 

(f)  Mr.  , we  have  thousands  of  merchants  in  your 

line  of  business  using  our  various  styles  of  systems  who  would 
not,  for  ten  times  its  price,  go  back  to  their  old  system,  which 
in  many  cases  was  the  same  as  yours.  I am  sure  that  if  you 
found  your  fellow  merchants  in  your  line  of  business  were 
handling  a line  of  goods  that  is  more  satisfactory  and  more 
profitable  than  a line  you  are  handling,  you  would,  at  least,  in- 
vestigate it  very  closely  before  passing  judgment  on  it.  That 
is  all  I am  asking  you  to  do,  and  with  my  assistance. 

- (g)  I take  it  Mr.  , that  you  are  using  a ledger.  Now 

I have  seen  a ledger  that  looks,  from  all  outward  appearances, 
the  same  as  yours,  and  in  practically  all  lines  of  business.  There 
rriay  be  some  difference  when  one  looks  on  the  inside.  The  out- 
ward appearance  of  many  of  our  systems  is  the  same,  but  when 
you  look  on  the  inside,  and  see  our  various  ways  of  handling 
transactions,  you  then  appreciate  the  great  difference  in  our 
various  systems.  Let’s  set  it  over  here  and  take  a look.  It  will 
he  well  v^orth  it. 

(h)  Have  you  ever  used  one  in  your  business,  Mr.  — ? 

You  know  Vanderbilt  made  the  same  reply  to  Westinghouse 
v.Ten  he  was  approached  by  Westinghouse  with  an  air-brake 


ANSWERS  TO  OBJECTIONS 


designed  to  stop  trains  by  the  use  of  air  or  as  Vanderbilt  called 
it  “Wind.”  Yet  every  steam  and  electric  car  uses  the  Westing- 
house  airbrake  today.  Vanderbilt  passed  up  the  chance  of  a 
lifetime  because  he  didn’t  believe  it  could  be  done  and  wasn’t 
willing  to  be  shown. 

(i)  It  is  just  possible  that  a McCaskey  would  not  fit  into 
your  business.  I have  a hobby  about  getting  all  the  informa- 
tion I can  about  good  systems  and  I know  you  have  a good 
one.  If  you  can  spare  the  time  I would  greatly  appreciate  your 
showing  me  just  how  you  handle  things.  I know  that  you  can 
give  me  some  information  of  value.  (Get  him  talking,  then 
edge  in  with  McCaskey  selling  points.) 

13 — My  business  is  TOO  LARGE  for  a McCaskey. 

(a)  You  seem  to  have  the  wrong  impression  of  our  system, 

Mr.  . The  only  thing  that  limits  the  use  of  McCaskey 

Systems  is  the  number  of  open  accounts  the  business  has ; at 
present  we  have  them  in  use  up  to  13,000'  accounts.  I would 
estimate  off-hand  that  you  had  about — (give  approx,  number  of 

accounts)  and (two  bookkeepers  or  whatever  is  correct) 

do  the  work.  The  McCaskey  would  enable  you  to  make  decid- 
ed savings,  etc.  (Give  results  to  be  obtained  by  McCaskey  in- 
stallation). Let  me  show  you  just  hov^^  we  do  it.  Shall  I set 
it  over  there ; then  we  can  go  into  the  matter  when  it  best 
suits  your  convenience.  When  would  you  prefer  to  do  so. 

(b)  How  much  business  did  you  do  last  year?  Here  are 
several  firms  that  did  four  times  as  much  business,  firms  which 
have  used  McCaskey  System  for  the  last  ten  to  fifteen  or  twen- 
ty years.  (Be  posted  on  the  outstanding  installations  of  your 
territory  and  state  so  as  to  be  definite  and  accurate  in  such 
statements.)  They  all  say  without  hesitation  that  the  Mc- 
Caskey System  has  been  largely  instrumental  in  building  up 
the  wonderful  business  volume  they  now  enjoy. 

If  you  will  look  thoroughly  into  the  McCaskey  System 
you  will  see  that  it  is  sufficiently  thorough  and  complete  for 
the  largest  retail  merchants.  The  larger  a business  is,  the 
more  dividends  our  system  pays.  Also  the  greater  need  of  our 
system — each  additional  customer  means  just  one  more  case  of 
possible  trouble.  The  McCaskey  keeps  you  in  the  closest  pos- 
sible contact  with  each  of  these  customers  and  with  each  ac- 
count. 

We  have  had  concerns  in  the  United  States  pay  as  high  as 
$60,000  for  McCaskey  equipment.  Of  course,  the  McCaskey 
System  for  your  business  will  not  cost  you  over  1%  of  what 
such  firms  have  invested,  however,  if  the  system  was  good 
enough  for  such  firms,  it  certainly  is  large  enough  and  prop- 
erly adapted  to  meet  your  needs. 

(c)  I notice  that  you  have  a very  nice  business,  Mr. . 

but  I am  sure  you  will  agree  that  it  is  harder  to  get  first  hand 
information  now  than  when  you  first  started  in  business.  You 
probably  find  that  you  must  watch  the  expense  incident  to  a 
credit  business  closer  now  than  then.  That  is  why  I am  here, 
for  I know  that  when  you  see  how  McCaskey  service  would 
increase  your  service  to  your  customers  and  reduce  expense,  by 
eliminating  the  unproductive  labor  in  the  handling  of  accounts 
and  enabling  you  with  but  little  effort  to  have  an  absolute 
check  on  your  accounts,  you  will  want  the  service  for  your 
customers  When  would  be  the  most  convenient  time  for  you 
to  take  a look  at  it  without  any  obligation  on  your  part? 

513 


ANSWERS  TO  OBJECTIONS 


(d)  The  naming  of  a number  of  the  large  internationally 
known  industrial  plants  using  the  McCaskey  “One  Writing’’ 
Systems — (see  page  11)  will  impress  merchants  with  the  extent 
to  which  the  idea  is  put  to  use  with  practical  value.  They  will 
not  be  apt  to  continue  to  think  of  themselves  as  so  large  after 
such  a comparison. 

14 — My  business  is  TOO  SMALL  for  a McCaskey, 

(a)  On  the  contrary,  the  smaller  the  business  the  greater 
the  need  exists  for  systematic  attention  to  it.  The  big  stores, 
operating  on  a large  scale  with  large  capital,  who  buj^  in  quan- 
tities and  take  advantage  of  allowable  discounts  often  have 
the  advantage  over  the  small  dealer  by  being  enabled  to  buy 
cheaper.  Therefore,  it  is  imperative  for  the  small  dealer  to  be 
systematic  and  know  just  how  he  stands  at  all  times  in  order 
to  meet  the  competition  of  the  larger  concerns. 

(b)  Most  businesses  were  small  at  one  time.  I have 
placed  McCaskey  Systems  where  there  are  fewer  accounts 
than  you  have  today;  later  I have  returned  and  traded  them 
larger  systems.  No  business  is  so  small  but  what  it  needs 
every  safe-guard  toward  growth  and  expansion.  It  can  less 
afford  to  lose  than  the  larger  business. 

(c)  Do  not  think  that  your  business  is  not  as  important  to 
you  as  a larger  business  to  its  ov/ners.  Because  your  business 
is  smaller,  you  have  more  individual  offices  to  fill;  you  need 
the  time  and  information  as  well  as  the  protection  the  McCas- 
key System  will  afford  you.  We  generally  hit  where  we  aim — 
if  you  aim  to  stay  small,  you  will;  however,  if  you  adopt  meth- 
ods that  will  cut  your  overhead  and  make  your  business  more 
profitable,  you  will  grow  larger  and  more  prosperous. 

(d)  If  you  have  only  a few  credit  customers,  you  owe  it 
to  them  and  yourself  as  well,  to  give  them  the  best  service 
possible.  If  you  don’t,  you  will  lose  a few.  A few  satisfied 
ones  will  advertise  and  increase  your  business.  McCaskey  sys- 
tem will  please  them  and  show  that  you  are  up  to  date.  If  you 
had  a single  child  of  school  age,  wouldn’t  you  demand  the  best 
school  advantages  without  waiting  until  you  had  a “lot.” 

(e)  No  business  is  too  small  for  a McCaskey.  Perhaps  if 
you  use  more  system  in  your  business  you  will  find  that  you 
will  not  only  enlarge  your  present  volume  of  trade,  but  in  us- 
ing McCaskey  service,  the  people  will  be  quick  to^  notice  that 
you  are  systematic;  notice  also  the  improved  service  and  give 
their  influence  toward  aiding  their  friends’  choice  of  stores. 

(f)  If  you  think  your  business  is  small  help  it  grow  by  de- 
voting the  time  you  spend  on  your  books  to  cultivating  the 
trade. 

(g)  Let  me  ask  you  a question!  If  two  men  are  walking 
down  the  street  together,  and  each  carries  a sack  of  eggs,  the 
one  with  but  one  egg  in  his  sack  and  the  other  with  one  hun- 
dred eggs,  which  would  run  the  risk  of  breaking  all  of  his  eggs 
if  both  should  drop  their  sacks.  The  one  with  the  one  egg,  of 
course.  This  same  applies  to  business,  etc. 

(h)  You  cannot  see  how  the  fish  are  going  to  ‘bite’  unless 
you  bait  your  hook  and  put  it  in  the  stream.  You  have  your 
hook  in  the  stream,  but  as  you  are  not  offering  any  better  bait 
than  your  competitors,  there  is  no  occasion  for  them  to  desert 


514 


ANSWERS  TO  OBJECTIONS 


your  competitors  for  you.  Offer  them  better  service,  McCas- 
key  service,  and  notice  the  results. 

15 —  If  I put  a McCaskey  System  on  my  counter,  I would  be  ad- 
vertising the  fact  that  I am  doing  a credit  business, 

(a)  Yes,  So  you  want  it  to  do.  Profitable  credit  custom- 
ers are  your  best  asset.  A bank  does  a credit  business,  but 
that  doesn't  mean  that  John  Barleycorn  can  go  to  the  bank  and 
get  a hundred  dollars  just  because  they  have  the  money  and 
are  looking  for  someone  to  loan  it  to. 

(b)  When  you  use  the  McCaskey  System,  you  use  the  most 
successful  method  yet  devised.  You  want  to  advertise  a care- 
ful system,  a system  that  does  not  permit  of  disputed  accounts 
and  a system  of  credit  limits. 

(c)  One  of  the  secrets  that  you  cannot  keep,  is  the  fact 
that  you  are  doing  a credit  business.  Instead  of  advertising  it, 
v/hen  you  put  in  a McCaskey,  you  say  to  everybody,  “I  am  go- 
ing to  trust  you  if  you  need  or  desire  credit  and  are  deserving 
of  it.  This  new  system  is  to  keep  you  informed  so  that  you  can 
know  at  all  times  what  you  owe  and  not  go  beyond  what  your 
circumstances  and  income  will  warrant.  It  also  enables  me  to 
keep  in  close  touch  with  your  account  and  know  at  once  when 
your  account  becomes  larger  than  the  amount  agreed  upon. 
This  system  is  a protection,  a saving  and  a help  for  both  of  us.^' 

(d)  You  bet  you  would,  and  that  is  the  best  advertisement 
you  could  make.  Every  merchant  wants  all  of  the  good  credit 
customers  he  can  get.  You  are  running  your  store  and  it  is  up 
to  you  that  only  good  customers  get  space  in  your  McCaskey. 
Tell  the  other  sort  that  your  McCaskey  is  full  and  that  you 
cannot  accommodate  them. 

16 —  John  Mosshack  had  one  of  those  things  and  he  threw  it 

away  and  went  back  to  the  ledger. 

(a)  The  world  has  lots  of  men  who  have  thrown  away  ex- 
cellent opportunities  to  make  money  because  they  refused  to 
use  the  ability  given  them  to  apply  to  the  knowledge  brought 
to  them  from  other  sources. 

(b)  When  close  to  500,000  pleased  users  testify  to  the  value 
of  the  McCaskey  and  state  that  it  does  all  we  claim  for  it,  we 
cannot  take  seriously  at  all  the  criticism  of  a man  who  would 
just  as  soon  take  bankruptcy  as  to  have  ‘‘system." 

(c)  I know  fellows  who  took  Keeley  cure  and  went  back 
later  to  drinking,  yet  the  ‘cure'  has  saved  hundreds.  People  get 
married;  some  are  divorced,  yet  the  majority  stick.  If  one  falls 
from  grace  as  a backslider  from  the  church,  it  is  not  the 
church's  fault,  it  is  his.  It  would  seem  that  Mossback  wants  an 
‘automatic'  that  works  without  any  effort  on  his  part. 

(d)  John  Mossback  is  a bookkeeper,  not  a merchant.  When 
I took  his  ledger  away  from  him  he  felt  as  though  some  one 
had  knocked  his  legs  from  under  him,  left  him  hanging  in  mid- 
air. 

The  tailors  thought  the  first  sewing  machine  was  going  to 
put  them  all  out  of  work  and  into  the  beggar  class  They  have 
made  more  money  since  than  at  any  time  prior  to  its  introduc- 
tion The  same  with  the  bookkeepers — they  are  so  afraid  of 
losing  their  jobs  that  they  are  apt  to  knock  the  McCaskey 
every  chance  they  get  We've  opened  a door  to  progress  and 
John  Mossback  or  any  other  bookkeeper  cannot  hold  it  back  or 
shut  the  door. 


515 


ANSWERS  TO  OBJECTIONS 


(e)  It  takes  all  kinds  of  people  to  make  a world.  We  must 
have  a few  John  Mossbacks.  You  will  notice  that  John  Up-to- 
date  still  uses  his. 

(f)  That  reminds  me  of  the  fable  I once  heard  about  the 
chicken  in  the  barnyard.  She  was  scratching  around  and  finally 
unearthed  a lump  of  gold.  After  gazing  at  it  for  a moment,  she 
said,  “Some  people  might  value  that,  but  as  for  me  I would 
rather  have  a worm.’"  I am  sure  that  John  Mossback  would 
have  agreed  with  the  chicken. 

17 — The  McCaskey  System  would  not  give  me  permanent  re- 
cords. 

(a)  Mr. , a system  that  would  not  give  you  perman- 

ent records,  readily  obtained,  would  be  of  no  use  to  you.  We 
recognize  that  fact  and  know  that  in  presenting  the  McCaskey 
System  we  have  the  thing  you  need.  At  once  you  are  more 
familiar  with  the  use  of  the  triplicate  salesbook  and  the  filing 
plan  recommended,  with  the  Monthly  Individual  Account  Book, 
and  with  the  services  of  the  Daily  Record  Sheet  and  the 
McCaskey  Business  Recorder  you  will  be  surprised  how  thor- 
oughly and  simply  the  McCaskey  makes  possible  easy  refer- 
ence to  back  accounts,  either  as  to  purchases  or  payments,  or 
to  your  standing  in  one  respect  or  another  in  other  months  or 
other  years. 

(b)  If  you  must  carry  your  accounts  a long  time,  we  pro- 
vide for  that  by  the  Balance  Record  Envelope,  placing  all  but 
the  last  slip  in  this  envelope  and  filing  under  the  customer’s 
number  in  the  base  of  the  register. 

(c)  You  can  carry  your  accounts  or  anything  pertaining  to 
your  business  in  the  McCaskey  System,  your  daily  sales,  bills 
receivable,  bills  payable,  cash  received,  cash  paid  out,  overhead 
expense,  annual  balances  and  invoices.  That  surprises  you 
doesn’t  it?  Let  me  show  you,  etc. 

(d)  As  regards  records  for  different  lines  of  business — 
general  merchandise,  etc.;  hardware  and  implements;  drugs. 

General  merchandise,  etc.: 

McCaskey  Systems  provide  equipment  for  the  handling  of 
slips  for  any  period,  after  the  active  account  is  settled,  that  the 
merchant  desires  Metal  filing  cabinets  can  be  furnished  with 
systems;  they  will  hold  the  slips  on  file  as  long  as  desired. 

Where  filing  drawers  are  inserted  in  the  base  of  the  regis- 
ter the  paid  slips  are  kept  there.  They  are  the  originals  and 
the  only  ones  admissable  in  evidence  should  a collection  case 
be  carried  to  court.  They  give  the  only  record  necessary  and 
can  be  located  without  effort. 

The  purpose  of  making  the  charge  is  to  get  the  money. 
This  is  evidenced  by  the  fact  that  where  a customer  makes  a 
cash  purchase  no  record  is  made  of  the  transaction  in  so  far  as 
the  customer  is  concerned;  and  the  only  record  made  is  the 
amount  of  the  cash  sale  and  the  name  or  number  of  the  clerk 
or  department  making  the  sale.  This  being  the  case,  the  best 
way  of  making  the  charge  would  be  the  way  that  would  get 
the  money  the  quickest,  with  the  greatest  degree  of  satisfac- 
tion to  the  merchant  and  the  customer,  with  the  least  necessary 
labor  and  with  the  least  chance  for  leakage  and  losses.  Inas- 
much as  the  McCaskey  way  enables  the  merchant  to  secure  his 
money  quicker  and  with  a greater  degree  of  satisfaction  to  him- 
self and  customer,  etc.,  it  is  by  far  the  best  way  to  handle 

516 


ANSWERS  TO  OBJECTIONS 


charge  accounts.  It  gives  the  two  records  which  the  merchant 
wants  and  holds  them  as  long  as  he  wants ; those  showing  when 
the  money  came  into  the  business,  by  whom  it  was  paid  and  by 
whom  received. 

Hardware  or  implements:  You  can  make  a record  of  such 
items  as  you  feel  you  will  have  to  look  up  for  your  charge  cus- 
tomer in  the  future  on  a card  giving  the  date  of  purchase, 
description  and  price  paid.  As  the  items  are  compar- 
atively few,  it  would  be  better  to  handle  it  in  one  of  these  ways 
than  in  a more  laborious  and  inefficient  way  simply  to  give  the 
credit  customer  information  that  you  cannot  give  the  cash 
customer.  Continue  to  use  estimate  books  on  jobs  or  contracts. 

Drugs:  (For  record  of  prescriptions)  The  McCaskey 

makes  it  possible  for  the  druggist  to  instantly  locate  a prescrip- 
tion and  negotiate  a refill  once  he  has  the  name  of  the  cus- 
tomer for  whom  the  prescription  was  originally  compounded. 
This  McCaskey  prescription  record  card  is  placed  in  the  back 
of  the  compartment  containing  the  slips  on  the  account.  The 
number  of  the  compartment,  and  the  name  of  the  customer  are 
placed  at  the  top.  Each  time  a prescription  is  filled  for  a cus- 
tomer the  card  is  withdrawn  and  the  date,  number  given  the 
prescription  and  name  of  physician  together  with  the  charge 
are  entered.  The  card  is  returned  to  the  back  of  the  compart- 
ment. 

When  the  prescription  has  been  filled  and  delivered,  the 
form  containing  the  prescription  is  filed  in  numerical  order  in 
an  index  file  showing  the  month  and  year  in  which  it  was 
filled.  Reference  to  the  prescription  card  in  the  compartment 
for  the  prescription  number  and  the  date  is  all  that  is  necessary 
for  accurate  location  of  the  prescription  in  the  proper  month 
and  year  file. 

Old  prescription  record  cards  and  cards  showing  records 
of  prescriptions  filled  for  cash  customers  are  filed  alphabetic- 
ally  so  that  they  can  be  instantly  located  when  a call  is  made 
for  a refill. 

(e)  In  your  line  of  business  we  take  care  of  accounts  for 
a number  of  years.  The  spring  clips  will  hold  more  slips  than 
99%  of  your  accounts  will  ever  have.  When  paid,  take  sales 
slips  out  and  file  below  under  card  showing  same  number  as 
on  clip,  and  if  at  any  time  several  years  afterward,  you  have 
occasion  to  refer  back  you  not  only  find  the  account  in  a few 
seconds,  but  you  have  it  all  itemized.  We  can  give  you  a per- 
manent complete  record  of  every  transaction  from  the  time 
the  system  is  installed  in  your  store  until  you  decide  to  retire 
from  business,  in  this  way. 

(f)  You  are  not  really  anxious  to  carry  these  accounts  over 

long  periods.  Mr. , are  you?  You  won’t  have  occasion  to 

carry  so  many  that  long  if  you  give  your  customers  McCaskey 
service.  I am  basing  this  statement  on  the  practical  experience 
of  thousands  of  other  retailers,  not  on  theory.  As  you  know, 
humanity  is  practically  the  same  the  world  over  and  you  can 
expect  at  least  as  good  results  as  the  other  fellow. 

18 — I cannot  refer  back  to  an  account  for  the  cost  of  any  ar- 
ticle sold  some  months  past  (or  without  a lot  of  work.) 

(a)  That  is  much  more  quickl3^  done  when  accounts  are 
kept  the  McCaskey  way  than  under  your  present  system.  We 
provide  a place  to  keep  the  old  slips  so  that  you  can  find  them 
almost  instantly. 


517 


ANSWERS  TO  OBJECTIONS 


(b)  I can  locate  any  transaction  I desire  to  locate,  for  the 
reason  that  all  of  a customer’s  purchases  are  marked  and  filed 
for  ready  reference. 

(c)  How  often  does  that  occur  in  your  business?  Not 
often,  I am  sure.  When  it  does,  and  you  use  the  system  cor- 
rectly, you  can  refer  to  the  particular  transaction  much  quick- 
er than  with  your  present  system.  How  do  you  refer  to  the 
price  charged  for  any  items  in  cash  sales  made  in  the  past  with 
your  present  system?  Are  not  your  cash  customers  entitled  to 
the  same  consideration  as  your  credit  customers? 

(d)  The  McCaskey  is  so  thorough  and  cleans  up  the  busi- 
ness so  perfectly  as  you  go  along  that  it  should  not  be  neces- 
sary to  ‘hark  back’  and  look  up  costs  and  items.  The  customer 
has  these  when  making  each  purchase  and  admits  their  correct- 
ness when  accepting  the  slip.  If,  however,  you  should  for  any 
unusual  reason  care  to  look  up  a past  transaction,  it  can  be 
done  just  as  well  with  this  system  as  with  one  less  complete 
and  efficient. 

CREDIT  SYSTEM  OBJECTIONS  MET  DURING  AND 
FOLLOWING  DEMONSTRATION 

19 —  It  takes  too  long  to  locate  an  account  in  the  index, 

(a)  McCaskey  users  everywhere  tell  me  that  in  a short 
time,  say  two  weeks  or  thirty  days,  they  have  no  use  for  the  in- 
dex for  their  regular  customers.  Wherever  I go  I find  that 
merchants,  clerks  and  cashiers  find  the  accounts  instantly  with- 
out looking  at  the  index. 

(b)  It  does  not  take  half  so  long  to  locate  an  account  in 
the  register  as  it  does  to  locate  one  in  your  ledger.  In  the  reg- 
ister, the  account  is  always  under  the  same  number;  the  ledger 
pages  change  frequently. 

(c)  No  longer  than  to  turn  to  the  daybook  and  make  a 
charge.  When  the  charge  is  made  in  our  system,  you  are 
through.  There  is  no  copying,  no  lost  motion,  no  loss  of  valu- 
able time.  When  the  next  customer  comes  in,  have  a clerk  make 
the  charge  in  your  way,  and  I’ll  make  the  same  charge  in  our 
way;  then  you  can  judge  fairly  as  to  which  gives  the  most  sav- 
ing of  time. 

20 —  It  takes  too  much  time  at  busy  intervals;  the  clerks  will 

get  in  each  other*s  way  when  completing  charges, 

(a)  Never  be  too  busy  for  business.  Your  credit  sales  are 
the  most  important  ones  in  that  you  have  not  received  your 
money  yet.  By  your  present  method  you  must  make  the  writ- 
ten entry  of  the  charge;  by  the  McCaskey  way  you  do  the  same 
and  complete  the  charge  by  bringing  forward  the  previous  bal- 
ance, a step  that  takes  scarcely  longer  than  making  change  for 
a cash  transaction. 

Do  your  clerks  get  in  each  other’s  way  in  rush  hours  hand- 
ling cash  sales  through  a cash  register?  No!  Yet  we  have 
thousands  of  merchants  who  use  the  McCaskey  and  tell  us  they 
can  handle  the  charge  sales  as  quickly  as  the  cash. 

(b)  This  is  one  of  the  features  we  claim  as  protection  to 
our  system  users.  It  forces  you  to  dispose  of  the  charge  in  a 
businesslike,  systematic  way.  The  trouble  with  most  merchants 
today  is  that  they  want  to  do  business  in  too  big  a hurry.  This 
method  will  prevent  merchandise  going  out  of  your  store  un- 
charged, and  you  can  afford  time  to  insure  that  prevention. 

518 


ANSWERS  TO  OBJECTIONS 


Your  clerks  can  sell  as  much  in  the  run  of  a day  and  com- 
plete the  transaction  as  they  do  under  your  present  method — 
yet  by  the  McCaskey  System  there  are  no  books  to  keep  when 
the  day  is  over. 

(c)  The  facts  are  that  it  is  the  quickest  and  most  accurate 
system  in  use.  This  is  vouched  for  by  large  users  who  handle 
from  one  to  several  thousands  of  accounts  through  the  McCas- 
key System.  If  they  do  not  find  this  objection,  it  is  certain  you 
would  not. 

You  see  with  our  system,  your  customer’s  number  re- 
mains the  same  for  twenty  years,  providing  he  trades  with  you 
for  that  length  of  time.  Our  register  is  so  arranged  that  the 
customer’s  number  is  easily  found  by  the  means  of  the  finder 
numbers  at  the  top  of  the  leaves.  After  you  have  used  one  of 
our  systems  for  a short  time,  you  could  find  any  of  your  regular 
customers’  accounts  in  the  dark. 

A clerk  can  step  up,  get  the  customer’s  balance,  and  step 
back  and  total  the  sales  slip;  another  can  do  likewise.  When 
the  slips  are  totaled  they  can  then  be  filed  and  there  will  not 
be  any  congestion. 

(d)  The  time  consumed  in  ‘hunting’  for  a customer’s  bal- 
ance is  but  a fraction  of  the  time  used  in  correcting  bills,  bal- 
ancing accounts,  arguing  about  disputed  accounts,  etc. 

(e)  How  many  charge  sales  did  you  make  yesterday?  An- 
swer, 48.  You  have  six  clerks.  Let’s  say  for  the  sake  of  argu- 
ment that  it  does  take  a little  longer;  that  it  took  each  clerk 
one  half  minute  longer  on  each  sale,  four  minutes  longer  for 
the  day.  Isn’t  it  worth  it? 

21 — The  McCaskey  makes  bookkeepers  out  oi  clerks;  do  not 

want  clerks  to  handle  accounts;  wish  to  handle  them  my~ 

sell. 

(a)  You  trust  your  clerks  to  sell  a half  dozen  different  ar- 
ticles, add  the  extensions  and  ring  up  the  total  sale  on  the  cash 
register  where  there  is  no  record  of  whether  the  amount  was 
added  correctly  or  not.  Why  object  to  them  helping  you  with 
your  bookkeeping,  when  they  know  that  you  are  watching  the 
accounts?  Also,  the  customer  is  watching  the  account.  This 
makes  the  eyes  of  three  persons  on  that  individual  account,  all 
looking  for  mistakes — where  with  your  method  all  the  responsi- 
bility rests  with  the  bookkeeper. 

(b)  You  allow  all  of  your  clerks  to  use  the  cash  register. 
The  transaction  there  results  from  mental  arithmetic.  With 
the  McCaskey  System  every  transaction  is  figured  with  pen- 
cil and  paper,  on  the  salesbook,  not  half  so  difficult  as  a cash 
transaction. 

(c)  The  McCaskey  never  made  a bookkeeper  out  of  a 
salesman,  so  far  as  I know.  It  has,  however,  made  a lot  of 
salesmen  out  of  bookkeepers. 

(d)  Anybody  that  can  add  a column  of  figures  can  operate 
a McCaskey  System,  and  a clerk  that  cannot  add  a column  of 
figures,  is  not  a competent  clerk  and  should  not  be  trusted  with 
cash  sales.  Our  system  will  enable  you  to  tell  which  clerk  is 
making  errors  and  you  can  make  him  be  more  careful,  or  put 
him  on  the  delivery  wagon. 

(e)  Yes,  and  makes  them  better  clerks.  You,  of  course, 
would  audit  all  accounts  (show  how  simply  this  is  done.)  You 

519 


ANSWERS  TO  OBJECTIONS 


do  not  ask  your  clerks  to  come  to  you  whenever  they  desire 
to  make  change ; you  trust  them  to  be  competent  cashiers. 
Why  not  trust  them  to  be  competent  bookkeepers  and  thus 
make  them  more  valuable  to  you.  The  better  educated  they 
are  to  handle  your  business,  the  more  they  will  know  about 
your  business.  Consequently  they  will  be  worth  more  to  you, 
and  will  take  more  interest  in  seeing  the  business  grow. 

(f)  What  if  you  were  taken  ill?  Or  went  on  an  enforced 
vacation?  Wouldn’t  it  make  you  feel  better  if  you  knew  your 
clerks  were  conducting  the  business  the  same  as  if  you  were 
there?  With  the  McCaskey  collections  can  be  made  quickly 
and  promptly  by  any  employe  of  the  store — when  you  are  away 
or  when  you  are  there. 

(g)  You  may  be  interested  in  a case  I have  had  called  to  my 
attention.  In  one  instance  a merchant  lost  $36.00  just  because 
he  kept  the  accounts  himself.  A customer  came  in,  ready  to 
pay  his  bill,  while  the  merchant  was  out.  He  was  away  on 
account  of  sickness  in  the  family  The  customer  who  came  to 
make  payment,  left  the  community  and  has  never  been  seen 
since.  That  was  a number  of  years  ago.  The  customer  got 
the  $36.00.  The  merchant  is  still  keeping  the  account  himself. 

(h)  Mr.  , this  system  does  away  with  bookkeepers. 

That  is  the  reason  there  are  so  many  of  them  in  use  today.  It 
does  away  entirely  with  the  unproductive  work  that  the  book- 
keeper is  hired  to  do. 

(i)  E.  C.  Simmons,  some  years  ago,  went  to  see  a friend  in 
Minnesota,  in  the  retail  business.  The  friend  was  getting  in  a 
bad  way  financially  and  asked  Simmons’  advice. 

He  had  been  spending  most  of  his  time  in  the  back  part 
of  the  store,  working  on  the  books.  Simmons  told  him  that  if 
he  insisted  on  doing  a $12  to  $15  a week  girl’s  job,  instead  of 
managing  his  own  business  and  building  it  up  on  his  own  per- 
sonality instead  of  his  clerks’,  to  get  a flat  top  desk  and  place 
it  near  the  entrance  so  that  when  customers  came  in  he  could 
greet  them,  show  a personal  interest  in  them  by  asking  how 
Mary  and  the  children  are,  etc.  You  are  worth  from  $75  to  $100 
a week  to  your  business  as  its  manager,  but  only  from  $12  to 
$15  as  its  bookkeeper. 

(j)  If  the  Salvation  Army  came  in  here  and  asked  you  to 
contribute  enough  groceries  to  feed  100  people  you  would 
think  they  were  asking  too  much  from  one  merchant.  Well, 
in  a year’s  time,  if  you  knew  what  your  forgotten  charges 
amount  to,  you  would  see  that  you  are  giving  away  that  many 
meals  to  people  who  can  afford  to  pay  for  their  groceries. 
Make  it  the  business  of  your  clerks  to  complete  every  trans- 
action the  McCaskey  “One  Writing”  way  and  you  will  protect 
yourself  against  this  very  real  loss. 

22 — We  have  extra  help  on  Saturdays  and  during  the  holidays, 

and  they  are  not  with  us  long  enough  to  learn  to  operate 

the  system, 

(a)  A person  intelligent  enough  for  you  to  employ  in  your 
business  can  learn  to  operate  a McCaskey  in  one  minute.  There 
is  practically  nothing  to  learn.  Simplicity  is  one  of  our  feat- 
ures. A person  who  has  only  one  arm  and  hand  in  working  or- 
der, and  knows  the  letters  of  the  alphabet,  can  work  the  reg- 
ister. If  he  is  educated  enough  to  sell  goods  and  make  change, 
he  can  make  charges  in  the  McCaskey. 

520 


ANSWERS  TO  OBJECTIONS 


(b)  But  still  you  expect  them  to  know  enough  to  sell  goods 
and  add  up  cash  sales,  when  you  cannot  be  with  them  to  see 
whether  errors  are  made.  If  you  trust  them  to  do  those  things, 
cannot  you  trust  them  to  know  enough  to  do  so  simple  a thing 
as  find  the  account,  bring  forward  the  balance  and  file  the 
original  under  the  clip?  This  should  be  especially  so  when  you 
can  check  the  charge  sale,  while  you  have  no  way  of  knowing 
whether  the  half  dozen  items  making  the  total  of  a cash  sale 
were  added  correctly  or  not. 

23 —  My  clerks  might  not  put  the  charge  slips  in  the  register; 
or  the  slips  might  be  stolen;  the  charges  would  then  be 
lost. 

(a)  Mr.  , I want  to  impress  on  ycur  mind  that  we 

are  selling  you  a system.  Let  me  make  clear  how  protection 
against  such  losses  is  given  by  the  use  of  the  “One  Writing’’ 
idea  and  triplicate  salesbooks.  You  can  use  it  for  checking  up 
your  accounts  and  records  in  any  number  of  ways. 

(b)  The  triplicate  salesbook  answers  your  problem.  Per- 
haps, in  your  particular  business,  it  would  be  wise  to  do  as 
many  others  have  done,  use  consecutively  numbered  slips,  with 
book  numbering,  and  requiring  that  all  slips  be  accounted  for. 
This  is  a method  being  followed  by  all  department  stores  and 
many  business  houses  in  your  field. 

(c)  If  you  refer  to  dishonesty,  there  are  a hundred  easier 
ways  of  stealing  from  you  than  trying  to  beat  the  McCaskey 
or  any  other  system  of  handling  accounts.  Clerks  might  not 
put  the  cash  from  a cash  sale  in  the  cash  drawer,  and  the  cash 
would  be  lost,  if  the  clerk  is  careless  or  dishonest.  The  McCas- 
key methods  help  you  to  find  such  a clerk;  besides  under  your 
present  method  you  are  facing  forgotten  charges  continually, 
because  of  no  established  way  of  completing  the  charge  such 
as  the  McCaskey  provides. 

24 —  Some  of  my  clerks  are  poor  adders  and  would  make  mis- 
takes in  adding,  or  bringing  forward  the  customers  bal- 
ance. 

(a)  But  still  you  trust  them  to  add  up  cash  sales  when  you 
have  no  check  on  them.  The  McCaskey  way  gives  a check  on 
each  individual  clerk  and  shows  you  who  the  poor  adders  are. 
If  they  would  make  mistakes  in  adding  and  bringing  forward 
balances  when  working  over  a McCaskey  and  they  know  that 
you  and  the  customer  are  watching  for  mistakes,  what  would 
they  do  when  adding  cash  items  when  they  know  you  are  not 
watching. 

(b)  It’s  a cinch  they  would  be  more  careful  when  they 
knew  that  you  checked  over  everyone  of  their  transactions 
from  the  spindle  file  or  the  audit  clips  at  night.  These  same 
clerks  handle  your  cash  and  it  would  pay  you  to  help  them  be 
more  careful,  providing  you  keep  that  sort  working. 

(c)  With  our  triplicate  surety  sales  books  you  can  check 
over  each  day’s  sales  at  night  or  early  in  the  morning  and  catch 
every  mistake  that  has  been  made.  In  this  manner  the  error 
will  be  corrected  while  it  is  fresh  in  the  mind  of  the  customer. 
With  your  present  system  the  error  is  not  noticed  until  the 
end  of  the  month  or  not  at  all. 

(d)  We  are  all  liable  to  keep  on  making  mistakes,  other- 
wise they  would  quit  putting  rubbers  on  pencils,  but  in  this 
system  there  is  no  more  chance  for  them  than  in  your  present 

521 


ANSWERS  TO  OBJECTIONS 


system.  Furthermore,  by  auditing  the  duplicates  you  are  in  a 
position  to  make  corrections  properly,  which  generally  results 
in  better  mathematics. 

25 —  Clerks  (or  deliverymen)  will  get  to  see  what  my  custom^ 
ers  owe  me  and  thus  get  to  know  too  much  about  my  busi- 
ness. 

(a)  If  a clerk  or  deliveryman  cannot  be  trusted  to  sell,  de- 
liver or  collect,  you  don’t  want  him.  If  one  should  tell  you  that 

Jones  who  owes  you  $15  is  going  to  move  to  tonight,  I 

suppose  you  wouldn’t  feel  bad  because  he  knew  what  Jones 
owes  you. 

(b)  In  order  to  give  full  value,  I must  know  what  I am 
doing;  the  same  is  true  of  your  clerks.  Let  them  know  who  to 
sell  and  who  to  hold  back  on.  Cannot  you  see  that  if  your 
clerk  knows  that  Smith  owes  you  $75  and  also  knows  that  his 
earning  capacity  is  such  that  his  account  should  not  be  larger, 
he  will  keep  his  account  down  rather  than  try  to  enlarge  it. 

(c)  If  you  cannot  trust  a clerk  to  know  how  much  a cus- 
tomer owes  you,  how  are  you  going  to  know  that  he  does  not 
sell  the  customer  five  times  as  much  as  the  customer’s  credit 
v/ill  stand  some  day  when  you  are  out? 

(d)  Customers  are  more  sensitive  about  their  bank  balance 
than  they  are  about  their  account  at  a store,  yet  no  objections 
have  ever  been  raised  to  employees  at  the  bank  seeing  the  de- 
positor’s balances. 

OBJECTIONS  HAVING  TO  DO  WITH  CUSTOMERS 
AND  THE  McCASKEY 

26 —  My  customers  do  not  want  help  to  know  what  they  owe; 
would  tear  up  the  slips;  do  not  want  a bill  with  each  pur- 
chase. 

(a)  If  it  were  left  to  a vote  of  your  customers,  I am  sure 
the  question  would  go  McCaskey  by  a large  majority.  Exper- 
ience and  observation  has  taught  us  that  99%  will  keep  their 
slips,  that  they  are  sufficiently  concerned  with  what  they  owe 
that  they  will  not  leave  the  store  without  them.  Some  have 
gone  so  far  as  to  say  they  will  not  trade  with  a merchant  who 
does  not  give  them  up-to-date  statements  of  their  accounts 
with  each  purchase. 

(b)  This  is  not  entirely  a question  of  helping  them  to  know 
what  they  owe,  but  in  helping  you  to  know  what  they  owe  at 
all  times.  In  addition,  this  is  a service  proposition.  Genuine 
service  pays ; in  fact  it  is  the  only  thing  you  can  possibly  sell 
to  your  customers  over  and  above  what  your  competitors  are 
selling.  Your  customers  know  of  McCaskey  service  and  de- 
sire it. 

(c)  You  might  as  well  decide  that  your  customers  tear  up 
their  statements — for  these  totaled  slips  are  statements,  up-to- 
the-minute  statements  of  the  account  standing.  Once  your 
customers  understand  their  value,  you  will  find  they  will  de- 
mand them. 

(d)  You  do  not  destroy  the  invoices  which  accompany  your 
purchases  from  the  wholesaler  do  you?  Your  customers  oc- 
cupy the  same  relative  position  to  you.  They  will  treat  these 
slips,  invoices  you  might  say,  with  equally  as  much  care.  You 
use  your  invoices  from  the  wholesaler  to  check  against  goods 
received — the  housewife  appreciates  the  same  convenience  and 
protection. 


522 


ANSWERS  TO  OBJECTIONS 


(e)  Those  are  good  customers  not  to  have.  A customer 
who  is  ashamed  of  his  honest  obligations  is  regarded  by  alert 
credit  men  as  a poor  risk.  To  be  frank,  the  McCaskey  System 
has  the  power  to  spur  them  on  to  keeping  their  accounts  in 
better  shape  by  paying  more  regularly. 

Can  you  tell  me  conscientiously  that  your  customers  never 
dispute  an  account?  The  account  forward  system  by  the  Mc- 
Caskey method  will  forever  curb  disputed  accounts  for  you. 
Close  to  500,000  merchants,  serving  millions  of  people,  find 
it  the  one  and  only  method.  Surely  they  are  not  all  wrong, 

Mr.  . It  is  only  a matter  of  being  educated  to  it — you’ll 

like  it  so  well,  you  wouldn’t  dream  of  going  back  to  the  old 
way. 

(f)  They  will  keep  them,  for  I intend  to  furnish  you  with 
announcement  letters  explaining  to  every  one  of  your  custom- 
ers the  value  of  the  slips,  and  concerning  the  home  slip  holder 
you  will  furnish  them  gratis. 

When  they  are  impressed  with  the  value  of  the  slips  as 
increased  by  the  McCaskey  System  of  forwarding  balances 
and  to  the  extent  that  they  are  kept  posted  regarding  the  con- 
dition of  their  accounts  and  enabled  to  check  up  on  any  errors 
that  are  made,  they  become  convinced  that  you  are  doing  your 
best  to  keep  their  accounts  straight. 

27 —  A customer  could  see  what  others  owe  me  when  I open  the 
register  to  his  account,  when  settling  with  him, 

(a)  He  would  be  just  as  liable  to  go  around  and  open  your 
cash  register,  to  see  how  much  you  had  in  that  would  he  not? 

(b)  Your  customer  would  have  no  occasion  to  look  in  the 
register  as  he  would  have  all  of  his  sales  slips  and  would  know, 
as  well  as  you  do,  what  he  owed.  This  is  one  of  the  annoyances 
that  is  overcome  by  our  system. 

(c)  Not  one  time  in  a thousand  does  this  occur.  When 
you  can  open  and  close  these  leaves  as  quickly  and  easily  as 
this,  (open  quickly)  and  you  being  familiar  with  the  accounts 
and  where  they  are  in  the  register,  you  can  complete  the  opera- 
tion too  quickly  for  anyone  else  to  see  any  of  the  accounts. 
For  instance — I will  look  up  John  Jones’  account,  get  the  bal- 
ance and  close  the  leaves.  You  stand  beside  me  and  see  if  you 
can  tell  me  the  balance  of  anyone  else’s  account. 

28 —  Some  of  our  customers  who  are  good  pay  would  not  buy 
as  much  toward  the  end  of  the  month  if  they  saw  how  big 
their  bill  was  getting, 

(a)  If  they  do  not  know  how  big  their  bill  is  getting  and 
find  it  unexpectedly  large  for  a couple  of  m.onths,  they  grad- 
ually come  to  suspect  that  you  are  overcharging  them,  or 
charging  for  goods  not  received.  Then  they  will  change  just 
to  see  if  the  bills  will  be  as  large  elsewhere. 

The  safest  way,  and  the  best  business,  is  to  show  these 
‘good  pays’  that  they  get  what  they  are  charged  for  and  that 
the  prices  are  not  boosted  just  because  you  know  that  you 
can  collect.  If  you  want  to  keep  them  and  make  them  a med- 
ium for  more  good  business,  show  them  through  the  McCas- 
key way  that  you  appreciate  them.  They  will  be  much  bet- 
ter natured  if  they  see  their  bill  grow  gradually  and  honestly, 
than  they  will  if  asked  to  give  a check  for  an  account  un- 
expectedly large,  with  nothing  to  show  that  the  goods  have 
been  received.  You  may  get  that  check,  growlingly  and  grudg- 
ingly, but  how  many  more? 


523 


ANSWIBUS  TO  OBJECTIONS 


29 —  With  your  system  a customer  might  lose  his  triplicate; 
then  the  finder  would  know  how  much  he  owed  me. 

(a)  That  is  possible,  but  you  must  know  that  it  cannot  be 
frequent  enough  to  warrant  continuing  the  expensive  and  in- 
efficient ledger  method.  Would  you  abandon  your  ledger  if 
your  customer  lost  a statement  that  you  sent  him? 

(b)  Suppose  he  did.  If  you  found  my  slip  showing  that  I 
owed  John  Jones  $35,  wouldn’t  you  say,  “Well,  Smith  must  be 
O.  K.  or  he  wouldn’t  have  that  much  credit.’’ 

(c)  If  it  was  within  reason,  he  wouldn’t  care;  if  the  amount 
was  out  of  reason,  it  might  have  a tendency  to  make  him  re- 
duce his  account. 

30 —  Children  who  come  to  the  store  and  make  purchases  for 
their  parents,  or  for  themselves  while  on  their  way  to 
school,  would  lose  the  duplicates, 

(a)  The  next  slip  that  goes  to  the  house  will  call  atten- 
tion to  that  fact,  and  if  it  is  all  right,  no  harm  has  been  done. 
I know  of  several  cases  of  children  going  to  school  who 
bought  what  they  shouldn’t.  The  McCaskey  informed  the 
parents  and  saved  good  customers  for  the  store  before  it  was 
too  late,  because  customers  side  in  with  their  children  when 
they  say,  “I  didn’t  get  it.” 

(b)  The  parents  of  children  sent  to  the  market  will  be 
looking  for  their  slips  when  the  goods  arrive;  if  they  do  not 
get  them,  they  will  ask  the  merchant  for  the  duplicates.  If 
any  were  lost,  the  very  next  salesslip  issued  would  show  the 
discrepancy  in  the  account  and  thus  bring  the  matter  up  for 
settlement  while  the  matter  is  fresh  in  the  minds  of  all  con- 
cerned. 

Where  balances  are  not  brought  forward  and  accounts  are 
allowed  to  run  for  a month  or  two  without  comparisons,  dis- 
putes frequently  occur  and  the  obviation  of  these  disputes  is 
one  of  the  most  desirable  features  of  the  McCaskey  System. 

(c)  In  such  cases  I would  caution  the  children  about  los- 
ing the  duplicate  slip.  You  could  wrap  the  duplicate  on  the 
inside  of  the  package  so  that  the  parents  would  be  sure  to 
get  it.  It  would  show  that  the  child,  or  person,  came  to  the 
store  and  purchased  the  items  enumerated  on  the  slip. 

31 —  I would  have  to  use  too  many  slips  for  customers  who 
live  nearby  and  make  a dozen  or  so  purchases  each  during 
the  day. 

(a)  You  can  well  afford  to  use  a slip  for  each  sale  if  your 
customer  can  afford  to  buy  goods  of  you.  But,  if  you  have  such 
customers,  and  do  not  wish  to  give  slips  with  each  sale,  just 
keep  the  original  and  duplicate  together  under  the  customer’s 
number  in  the  register  until  the  last  sale,  or  when  you  think 
will  be  the  last  sale  in  the  evening;  then  bring  the  balance  for- 
ward, file  the  original  and  give  the  customer  the  duplicate.  As 
all  purchases  have  been  made  within  the  day,  the  customer  will 
remember  well  enough  to  check  up.  You  might  lay  aside  a sep- 
arate book  for  this  customer. 

(b)  In  using  the  slip  system,  you  safeguard  your  business 
with  such  a customer.  You  avoid  any  dispute  with  him  by  mak- 
ing a charge  of  each  transaction.  If  you  did  not  want  to  make 
a charge  with  each  sale,  you  could  make  the  first  charge  in  the 
morning  and  not  total  them  until  evening  when  you  are  ready 
to  audit  all  of  the  slips,  holding  the  duplicate  slip  until  that 
time. 


524 


ANSWERS  TO  OBJECTIONS 


32 —  There  are  so  many  accounts  exposed  at  a time  that  there 
is  danger  of  placing  the  customer's  charge  ticket  in  the 
wrong  compartment, 

(a)  There  is  the  same  danger  in  giving  the  customer  salt 
for  sugar;  kerosene  for  gasoline,  or  Van  Camp's  when  they  ask 
for  Heinz.  You  could  give  change  for  a twenty  instead  of  for 
a ten  dollar  bill,  but  all  these  would  be  carelessness,  pure  and 
simple,  for  which  the  system  could  not  and  should  not  be 
blamed. 

(b)  This  objection  is  not  met  with  in  practical  use?  Where 
you  have  three  or  four  customers  of  the  same  name  such  as 
Jones  or  Smith,  it  would  be  desirable  to  separate  their  names  in 
the  register  and  not  have  them  occupy  contiguous  numbers. 
That  can  be  easily  arranged. 

(c)  Clerks  get  to  know  customers  by  numbers ; it  is  the 
number  they  think  of  when  they  open  the  register,  not  the 
name. 

(d)  Well,  if  you  did  place  it  in  the  wrong  compartment, 
you  would  know  it  when  you  audited  at  night. 

33 —  I have  customers  such  as  hotels,  hospitals,  etc,,  to  whom  I 
would  have  to  give  an  itemized  statement  even  if  I used 
your  system. 

(a)  You  have  only  two  or  three  such  customers.  Do  you 
feel  that  you  should  make  itemized  statements  for  300  custom- 
'ers  because  you  have  two  or  three  that  demand  an  itemized 
statement?  Why  not  give  them  itemized  statements  if  you  find 
you  must,  but  handle  the  297  the  McCaskey  way.  Let  the  ma- 
jority rule. 

(b)  In  such  cases  use  the  system  this  way:  File  the  orig- 
inal and  duplicate  in  the  register  at  the  time  the  charge  is  made, 
allowing  the  duplicate  to  remain  until  the  last  of  the  month. 
Then  remove  all  duplicate  slips,  staple  them  together,  attach 
them  to  the  statement  blank  and  deliver.  In  this  way  dispense 
with  the  recopying  of  each  charge  sale. 

(c)  If  these  people  insisted,  it  would  be  the  cost  of  post- 
age and  labor  and  time  for  a few,  instead  of  several  hundred 
under  any  other  system.  If  an  itemized  statement  should  be 
required  by  the  auditing  board,  it  would  be  an  easy  matter 
to  make  it  from  the  McCaskey  slips,  and  there  would  be  the 
satisfaction  of  knowing  that  you  would  escape  this  work  for 
all  of  your  customers.  It  would  only  emphasize  the  value  of 
our  system  and  make  you  appreciate  its  service  and  help. 

CREJ)IT  SYSTEM  OBJECTIONS  MET  AT  THE  CLOSE 

34 —  The  price  is  too  high;  the  value  is  not  there. 

(a)  You  are  looking  at  it  from  the  quantity  of  wood,  metal 
and  paper  we  agree  to  furnish  and  not  taking  into  considera- 
tion the  service  we  give.  This  register  is  only  the  axle  on 
which  the  system  wheel  turns.  It  is  what  you  put  into  the  bank 
that  makes  your  check  good.  It  is  what  you  put  into  your  busi- 
ness that  makes  it  pay. 

Good  equipment  is  essential  to  success  in  this  progressive 
age.  This  system  stands  for  brains,  study,  labor,  hard  costly 
experience  and  commercial  courage,  all  of  which  are  expensive 
in  getting  together,  of  the  utmost  value  to  you,  and  yet  at  a 
minimum  price. 


525 


ANSWERS  TO  OBJECTIONS 


(b)  Price  is  the  smallest  part  of  our  system.  Ten  cents  a 
day  pays  for  the  system,  and  you  will  never  be  in  business  long 
enough  to  wear  it  out.  Remember  the  many  good  points  I 
have  mentioned  to  save  you  this  price  each  year.  I am  not  sell- 
ing wood,  tin  or  metal,  if  that  is  what  you  mean  by  value,  I 
am  selling  system,  centralization,  brain  products. 

(c)  Mr.  , you  will  pay  the  same  price  hundreds  of 

thousand^  of  merchants  like  yourself  have  paid.  The  first 
of  them  to  say  the  price  is  too  high,  after  gaining  the  advan- 
tage of  the  system,  is  yet  to  be  interviewed.  Do  not  lose  sight 
of  the  money  earning  value  of  the  system,  a factor  that  makes 
itself  felt  immediately  you  start  to  pay  for  it. 

(c)  It  is  not  a question  of  cost,  but  a question  of  invest- 
ment. If  this  machine  will  save  from  $1000  to  $1500  a year  in 
bookkeeping,  $200  in  forgotten  charges,  $100  or  more  in  disputed 
accounts,  and  keeps  one-fourth  more  of  your  capital  in  your 
store  working  for  you,  is  it  not  worth  five  times  the  $200  (or 
whatever  amount)  that  I am  asking  for  it? 

(d)  A $100  share  of  stock  in  a bank  that  will  pay  40%  divi- 
dend will  sell  for  $800,  simply  because  40%  dividend  is  5%  in- 
terest on  $800.  The  value  isn't  there;  but  it  is  not  a question 
of  intrinsic  value  (there  is  no  such  thing),  but  it  is,  like  the 
bank  stock,  a question  of  what  it  will  do  for  you. 

There  is  about  one-fourth  of  a pound  of  wool  in  a $10  hat, 
yet  wool  sells  for  less  than  a dollar  a pound.  The  value  in 
wool  is  not  there,  but  the  value  in  the  hat  is  there. 

(f)  It  is  not  the  price  you  should  be  thinking  of  when  you 
are  considering  a system  to  protect  what  you  earn.  If  you  do 
not  believe  in  insuring  your  profits,  you  are  bound  to  be  the 
loser.  I notice  you  have  a telephone.  It  costs  you  $8.00  a 
month,  $96.00  a year  or  $960.00  in  ten  years.  Yet  it  never  be- 
comes yours.  The  service  it  gives  is  what  counts  with  you. 
That  is  the  thing  your  customers  expect  from  you,  the  service 
of  the  McCaskey  System.  Sign  here  and  give  that  genuine 
service. 

(g)  Mr.  , we  ask  but  a small  fraction  of  its  value  to 

you.  When  you  consider  that  you  will  be  taking  care  of  your 
'100  accounts  (or  more),  posted-to-the-minute  at  all  times 
through  practically  a business  lifetime,  you  will  see  that  the 
price  is  hardly  sufficient  to  block  such  a step  on  your  part. 

35 — The  price  is  too  high;  cannot  afford  it;  the  financial  con- 
dition of  the  business  won't  permit  the  purchase. 

(a)  Possibly  the  McCaskey  will  put  you  in  a better  posi- 
tion to  buy  what  you  need  and  want.  Mr. , the  price  is 

the  only  cheap  thing  about  the  McCaskey  System.  You  are 
bound  to  agree  with  me  on  this  point  after  you  have  installed 
the  system.  If  your  cash  is  continually  low  that  is  an  almost 
sure  sign  that  something  is  wrong  with  your  present  system. 
When  you  consider  that  with  this  system  you  gain  the  confi- 
dence of  your  trade  by  always  showing  them  what  you  charge 
them  for  each  article  purchased,  the  amount  of  their  account 
to  date,  etc.,  they  are  not  continually  looking  for  another  place 
to  trade  feeling  that  you  have  overcharged  them,  or  charged 
them  with  merchandise  they  never  bought. 

By  letting  the  customers  know  just  what  they  owe  each 
time  they  leave  your  store,  you  are  bound  to  help  your  col- 

526 


ANSWERS  TO  OBJECTIONS 


lections.  If  such  methods  were  to  collect  but  25  cents  each 
month  more  on  each  customer’s  account,  you  would  have  $25.00 
closer  collections  fpr  each  100  accounts,  or  more  than  enough 
to  cover  your  monthly  payments  on  the  McCaskey.  We  have 
not  taken  into  consideration  the  forgotten  charge  losses  saved, 
the  time  and  labor  saved,  the  account  disputes  and  adjustments 
done  away  with  and  other  features  of  McCaskey  service  worth 
real  money  to  you. 

(b)  If  your  financial  condition  won’t  permit  you  to  put  in 

this  system,  how  in  the  world  can  you  afford  your  present  sys- 
tem with  statements  costing  you  about  three  cents  per  cus- 
tomer per  month,  your  collections,  disputed  or  forgotten 
charges,  dissatisfied  customers,  and  all  the  little  faults  you  ad- 
mit in  your  present  system.  Mr.  , you  can  afford  it  right 

now.  You  need  it  in  order  to  improve  your  financial  condition. 

(c)  You  will  agree  with  me  that  the  register  or  system 
will  not  do  you  any  good  or  be  of  any  value  to  you  until  in- 
stalled in  the  business.  You  give  me  your  note  for  one  year, 
without  interest,  and  I will  do  the  rest.  After  you  have  used 
the  system  for  three  or  four  months  you  won’t  sell  it  for  three 
times  the  amount  of  money  you  paid  the  McCaskey  Register 
Company  for  it.  (Before  you  make  this  statement,  find  out 
if  his  bank  will  discount  his  note  at  6%,  so  that  you  can  send  in 
full  cash  with  order  less  6%,  otherwise  you  cannot  make  this 
offer.) 

(d)  You  will  never  have  sufficient  cash  if  you  continue 
to  use  your  present  system  for  your  accounts.  There  is  little 
question  but  that  you  have  a number  of  accounts  you  would 
gladly  collect  at  25  cents  on  the  dollar.  They  are  the  ones 
your  present  system  has  permitted  to  overbuy  without  your 
control.  When  you  let  them  overbuy  you  place  yourself  in 
the  position  of  loaning  them  money.  Ultimately,  you  lose  both 
— customers  and  money. 

(e)  This  is  not  a financial  outlay.  If  the  system  at  $15  or 
$20  a month  payments  saves  you  $25  or  $30  per  month,  and  in- 
creases your  collections  a hundred  or  two  a month,  you  are  im- 
proving financially. 

36 — A cheaper  system  will  do  me  just  as  well, 

(a)  The  McCaskey  System  is  supplanting  cheaper  systems 
from  the  Atlantic  to  the  Pacific.  The  system  or  ledger  method 
you  are  now  using  cost  you  less  to  begin  with  than  the  McCas- 
key system  will,  but  you  admit  there  are  losses  to  be  suffered 
continually  as  the  result  of  its  inability  to  give  you  complete 
account  control. 

You  are  paying  for  the  McCaskey  system  right  now 
through  the  money  losses  your  present  methods  permit.  How 
do  you  know  that  the  cheaper  systems  you  might  have  in  mind 
will  go  all  the  way  with  you  from  the  making  of  the  charge 
sale  to  the  collection  of  the  account  in  the  thorough  manner 
in  which  the  McCaskey  System  will  serve  you.  If  it  will  per- 
mit but  one,  or  two,  or  more  of  the  leaks  which  the  McCaskey 
is  sure  to  check,  you  will  again  be  paying  for  the  McCaskey 
without  benefits  it  can  bring  you.  Why  not  permit  the  McCas- 
key System  to  work  with  you  to  save  its  own  costs.  It  will 
do  that  and  at  the  same  time  add  to  your  profits.  If  such  was 
not  the  ease  the  half  a million  users  of  the  McCaskey  would 
not  be  boasting  its  profitable  service. 

(b)  You  will  pay  almost  as  much  for  some  other  system 

527 


ANSWERS  TO  OBJECTIONS 


which  will  wear  out  in  one  to  three  years.  The  McCaskey,  on 
the  other  hand,  is  built  to  serve  you  through  a business  life- 
time. One  investment  carries  you  through,  if  you  make  it  in 
a McCaskey. 

(c)  You  are  shrewd  enough  to  know  that  it  does  not  pay  to 
buy  shoddy  equipment ; I have  observed  your  scale  there,  etc. 
(or  other  up-to-date  equipment  in  use).  You  will  admit  that  a 
cheaper  suit  of  clothes  would  cover  your  body,  but  you  prefer 
one  whose  maker  has  standing  as  a tailor,  one  that  will  make 
3^our  appearance  what  it  should  be  to  maintain  the  respect  of 
the  community  for  an  individual  in  your  position. 

37 — 1 can  get  a second-hand  register  that  will  do  me  just  as 

well  and  cost  me  less, 

(a)  It  might  be  that  you  could  buy  a second  hand  register 
much  cheaper,  but  you  must  consider  that  you  won’t  get  any 
supplies  with  it.  At  the  same  time  you  may  get  an  old  style 
register.  And  all  along  this  line  I want  to  state  that  getting 
started  right  when  you  install  a McCaskey  is  very  important. 

When  you  buy  a new  system,  you  get  the  latest  improved 
style,  with  a one  year  guarantee  that  they  will  repair  any  de- 
fect in  the  system.  It  is  all  equipped  with  a full  line  of  sup- 
plies and  when  it  comes  the  salesman  is  on  the  ground  to  assist 
and  instruct  you  in  starting  and  operating  it.  95%  of  our  us- 
ers in  all  lines  of  business  are  satisfied.  I venture  to  say  that 
out  of  the  5%  of  dissatisfied  users,  3%  of  them  are  merchants 
who  bought  second  hand  registers  without  the  necessary  sup- 
plies and  tried  to  operate  them  without  knowing  how.  There- 
fore they  could  not  get  the  same  service  and  so  became  dis- 
satisfied. 

(b)  Second  hand  goods  are  generally  of  the  same  class.  You 
would  have  a difficult  time  buying  a system  complete  enough 
to  meet  your  particular  requirements.  No  system  will  function 
successfully  unless  it  is  carried  out  as  planned.  A second  hand 
register  is  generally  bought  after  it  has  been  stripped  of  the 
many  necessary  features  which  make  possible  its  use  in  the 
manner  I have  demonstrated.  Such  a register  or  system  would 
be  similar  to  an  automobile  stripped  of  its  timer,  or  brake- 
bands, either  impossible  or  dangerous  to  operate.  Nothine 
under  the  sun  will  operate  with  full  success  when  stripped  of 
its  completeness.  The  McCaskey  System  is  no  exception. 

(c)  Nine  times  out  of  ten  an  old  or  used  article  will  cost 
more  in  the  end  than  a new  one ; and  the  chances  are  that  it 
will  not  last  one-half  or  one-third  as  long.  These  are  things 
to  be  considered.  We  know  the  exact  size  or  capacity  of  the  sys- 
tem you  require;  your  new  McCaskey  will  come  equipped  with 
from  S4Q.00  to  $60.00  worth  of  free  supplies  from  the  factory; 
the  supplies  adapted  to  your  particular  needs.  The  second-hand 
one  will  make  you  feel  second-handed;  it  will  not  include  the 
necessary  supplies;  there  will  be  no  guarantee  behind  it;  you 
will  not  have  the  assistance  of  a system  expert  in  installing  it. 
In  other  words,  the  new  McCaskey  is  a safe  bet;  the  used  one 
is  a treacherous  gamble. 

(d)  While  you  are  spending  valuable  time  looking  for  just 
the  system  you  need  among  available  second-hand  registers,  a 
new  system  in  your  business  would  be  paying  for  itself.  You 
will  have  to  put  in  more  cash  for  that  than  you  will  for  this 
new  one  with  all  the  latest  improvements.  The  cash  payment 
is  really  all  this  will  cost  you,  because  it  will  earn  the  month- 

528 


ANSWERS  TO  OBJECTIONS 


ly  payments  just  as  any  clerk  or  hired  man.  Buy  the  new  one 
and  get  first  and  new  wear.  It  will  be  in  keeping  with  your 
store,  and  add  tone  to  it. 

(e)  Mr. , you  say  that  you  can  get  a second-hand  one 

that  will  serve  well  enough.  You  do  not  look  like  a second- 
hand man  to  me.  And  do  you  not  believe  that  new,  bright,  up- 
to-date  fixtures  add  to  the  attractiveness  of  your  store  and 
draw  trade  to  you?  Do  you  not  appreciate  that  when  you  get 
a second  hand  system  you  get  nothing  but  the  vehicle  to  carry 
the  system,  not  the  system  adapted  to  your  business? 

I cannot  buy  a pair  of  shoes  because  they  are  shoes;  or  a 
hat  because  it  is  a hat;  these  things  have  got  to  fit  to  be  intel- 
ligently sold  and  used. 

38 — You  have  a iine  system,  but  I will  not  purchase  one  now. 

I will  consider  the  matter.  Call  and  see  me  again  some- 
time, 

(a)  Thank  you  for  the  good  expression  regarding  the  sys- 
tem, but  allow  me  to  say  that  if  the  McCaskey  will  do  you  good 
in  the  future,  it  will  do  you  good  now.  You  have  been  in  busi- 
ness five  years  (?)  and  are  still  waiting.  Five  years  more  with- 
out the  McCaskey  would  mean  $2500  loss  to  you  in  just  a few  of 
the  things  I have  shown  you.  You  would  not  tell  one  of  your 
customers  that  came  in  to  buy  a bill  of  goods  to  call  and  see 
3^ou  again  some  time.  Why?  Because  your  customer’s  pur- 
chase would  make  you  money.  That  is  why  I am  here  talking 
to  you.  The  McCaskey  Register  Company  would  not  want  you 
to  have  one  of  their  systems  if  it  wouldn’t  be  of  assistance  to 
you.  Their  success,  like  yours,  is  to  have  satisfied  customers, 
and  I assure  you  we  have  them. 

(b)  Your  statement  is  an  admittance  of  the  value  and  use- 
fulness of  the  system;  let  me  show  you  what  it  will  earn  for 
you  in  the  time  intervening  between  now  and  the  date  you  may 
buy.  In  bettered  collections,  and  a lessened  amount  outstand- 
ing in  accounts  with  the  interest  on  the  amount  available  for 
your  use,  you  will  have  enough  cash  provided  you  to  make  the 
installment  payments. 

(c)  If  you  like  it  and  are  thinking  of  buying  later,  why 
not  now?  It  will  do  just  as  much  for  you  now  as  ever.  Just 
think  of  the  money  it  will  collect  and  earn  for  you  while  you 
are  waiting.  The  McCaskey  is  equally  as  good  for  your  cus- 
tomers as  it  is  for  yourself  and  now  is  the  time  to  take  ad- 
vantage of  it.  I have  sold  and  installed  hundreds  (or  thous- 
ands) of  McCaskey  Systems,  and  so  many  of  those  who  have 
put  it  to  use  have  seriously  asked  why  I did  not  make  them  take 
it  the  first  time  I called  on  them.  They  tell  me  it  is  the  best 
investment  they  have  ever  made.  Your  need  for  it  assures  me 
that  your  attitude  after  you  install  it  will  be  the  same. 

(d)  Mr.  , that  reminds  me  of  an  incident,  or  mighty 

near  accident,  one  of  our  men  experienced  not  long  ago.  His 
car  skidded  on  a slippery  road  and  almost  before  he  knew  it 
was  headed  for  an  embankment  with  a drop  of  from  15  to  20 
feet.  Sighting  the  danger  he  immediately  set  to  work  to  stop 
and  control  the  car — and  he  succeeded  and  stopped  it  when 
his  front  wheels  were  within  a foot  of  the  edge  of  the  em- 
bankment. What  would  have  happened  to  him  if  he  had  said 
to  himself,  ‘T  won’t  try  to  stop  the  car  now,  but  I will  just 
before  I reach  the  embankment?”  He’d  never  have  stopped  in 
the  world.  He  would  have  been  sure  to  have  gone  over. 

529 


ANSWERS  TO  OBJECTIONS 


Now  you  say  you  like  the  system,  which  is  evidence  that 
you  sight  danger  in  continuing  with  the  old  system  you  are 
now  using.  Our  terms  on  the  McCaskey  are  such  that  you  need 
not  put  it  off  until  later.  We  will  give  you  a year  to  pay  for 
the  system  while  it  works  for  you. 

iP — I would  not  make  a change  until  the  first  of  the  year,  if  I 

make  one  at  alL 

(a)  Why  put  it  off  until  the  first  of  the  year?  If  you  need- 
ed money  from  your  accounts  as  bad  as  you  need  a McCaskey 
system,  what  would  you  think  of  your  customers  if  they  would 
tell  you  that  they  would  not  pay  you  until  the  first  of  the 
year  ? 

If  you  saw  a hole  in  your  floor  and  your  goods  running 
out  and  becoming  ruined,  you  would  jump  mighty  quick  to 
stop  the  hole.  Now  you  see  money  that  you  should  receive  for 
your  goods  running  out  through  the  holes  in  your  present 
methods,  and  you  refuse  to  stop  these  holes  by  installing  a 
McCaskey.  Let  me  have  your  order  today. 

What  the  system  will  save  and  make  for  you  between  now 
and  the  first  of  the  year  will  make  the  system  cost  you  that 
much  less  after  the  first  of  the  year.  The  sooner  you  install 
it  the  sooner  it  will  begin  making  money  for  you. 

(b)  There  is  no  time  like  the  present.  Buy  it  now!  Get 
your  business  in  shape  to  do  the  biggest  year’s  business,  next 
year,  that  you  have  ever  done.  The  minute  you  sign  the  ord- 
er, you’ll  be  so  anxious  to  get  the  system  started  that  you’ll 
want  me  to  ship  it  by  express. 

(c)  Many  merchants  have  made  that  expression  to  us,  and 

have  carried  out  their  plans  by  making  the  McCaskey  installa- 
tion the  first  of  the  year.  I hope,  Mr.  , you  will  not  do 

entirely  as  they  have  done,  however,  for  they  generally  tell  me 
later,  ‘T  wish  I had  installed  this  system  six  months  ago.  I 
would  be  money  ahead.” 

(d)  If  it  is  good  for  you  after  the  first  of  the  year,  why 
isn’t  it  good  for  you  now?  Your  objection  cannot  be  sincere, 
for  if  you  understood  our  system,  you  would  appreciate  the 
great  time-saving  and  money-making  qualities  it  offers  you; 
therefore,  to  defer  means  the  loss  of  profits.  It  isn’t  human 
nature  to  defer  money  making.  For  this  reason,  I believe  I have 
failed  to  convince  you  of  its  value  and  I want  to  explain  further 
so  that  you  will  thoroughly  comprehend  the  system  and  re- 
alize that  to  do  without  it  would  mean  loss  to  you. 

40 — ril  sleep  on  it  tonight  and  give  you  my  answer  in  the 

morning, 

(a)  I know  you  will  buy  tomorrow,  so  let  me  fix  it  up  now. 
Then  I can  help  some  other  poor  cripple  onto  his  feet,  up  out 
of  the  rut. 

(b)  Do  it  now!  We  will  both  sleep  better.  You  remind 
me  of  myself  when  I go  swimming.  I stand  on  the  bank,  look 
at  the  water,  and  shiver  because  I expect  the  water  to  be  cold 
and  uncomfortable.  Suddenly  I get  up  my  courage  and  jump 
in  and  come  to  the  surface  with  an  exclamation  of  delight, 
feeling  much  pleased  over  the  plunge.  Don’t  hesitate  about 
this — buy!  Get  in  the  swim  now  and  enjoy  the  many  hours  of 
business  pleasure  you  have  long  missed. 

(c)  Before  you  wake  up  in  the  morning,  I’ll  be  50  miles 


530 


ANSWERS  TO  OBJECTIONS 


from  here  and  you  will  have  forgotten  90  per  cent  of  the  sys- 
tem’s good  qualities  that  are  fresh  in  your  mind  now. 

4l^j  will  have  to  see  my  wile  (partner  or  interested  party) 
before  1 decide, 

(a)  It  would  be  impossible  for  you  to  make  your  partner 
understand  the  McCaskey  System  unless  you  had  one  and  could 
demonstrate  it  to  him.  If  you  will  tell  me  when  I can  see  you 
both  together,  I will  take  pleasure  in  going  through  the  system 
thoroughly  with  you  both. 

(b)  I have  shown  you  this  system  here,  with  a full  sized 
register,  salesbooks,  slip  holders  and  everything  necessary  to 
change  your  bookkeeping  from  daybook  and  ledger  to  the  Mc- 
Caskey system,  and  you  say  that  you  will  see  your  brother  and 
‘explain  it  to  him.’  How  do  you  expect  to  sell  him,  if  I cannot 
sell  you  with  all  this  before  you? 

42 —  You  say  that  Mr,  (a  friend)  has  one,  so  I will  wait  and 
see  him,  I am  going  down  that  way  soon  anyway,  and  will 
see  v/hat  he  thinks  of  it, 

(a)  Call  him  up  over  the  phone,  ask  him  how  he  likes  the 
McCaskey  System.  I’ll  pay  the  toll  and  bet  you  the  cigars  that 
he  will  say,  “You  could  not  buy  it  for  five  times  the  cost,  if  I 
couldn’t  get  another  one  just  like  it.” 

(b)  He  did  not  wait  to  see  you;  he  felt  competent  to  de- 
cide the  matter  himself,  and  did  his  own  thinking  just  as  I 
know  you  are  capable  of  doing.  You  are  as  well  able  to  think 
as  he  is,  so  why  not  decide  the  matter  right  now. 

The  proposition  is  as  plain  and  simple  as  it  can  be.  It  cor- 
rects the  many  bad  places  in  your  present  accounting;  it  satis- 
fies your  customers;  and  it  will  satisfy  you  the  same  as  it  does 
the  hundreds  of  thousands  of  people  transacting  business  over 
McCaskeys  throughout  the  country.  Put  your  name  here 
Mr. . 

(c)  Your  acquaintance  cannot  possibly  enlighten  you  in  the 
points  applicable  to  your  particular  business.  I devote  my  en- 
tire efforts  to  this  line  and  am  in  far  better  position  to  give  you 
the  correct  information.  Put  your  name  on  this  line  right  here; 
here’s  your  copy;  let  me  know  when  you  receive  it. 

(d)  You  know  that  our  system  is  all  right.  If  it  is  not, 
you  would  have  heard  of  it  long  ago,  considering  the  number 

of  users  we  have  here.  Mr.  , I am  sure  you  don’t  ask 

your  brother  merchants  to  run  your  store.  With  the  volume 
of  business  you  do  and  the  prestige  which  vou  have  with  your 
trade,  you  could  not  afford  to  run  your  business  by  what  other 
merchants  have  to  say. 

The  most  successful  men  of  the  world  today,  are  the  ones 
who  act  independently  of  the  other  fellow,  and  ACT  NOW. 
Now  is  the  time.  Don’t  wait  until  tomorrow  to  decide  a ques- 
tion that  can  be  settled  now.  Sign  here.  I thank  you  now  and 
within  ninety  days  of  the  installation  you  will  thank  me  for 
getting  you  to  install  the  McCaskey. 

43 —  I have  bought  all  the  fixtures  I am  going  to  buy  this  year 
(or  for  a long  time), 

(a)  A McCaskey  is  not  a fixture  but  an  investment.  It 
will  pay  you  a larger  dividend  each  year  than  any  class  of 
merchandise  that  ever  comes  into  your  store. 

531 


ANSWERS  TO  OBJECTIONS 


(b)  Did  you  ever  think,  there  are  two  kinds  of  fixtures  in 
a store,  movable  and  immovable?  The  movable  ones  are  the 

clerks  who  are  paid  $ per  week.  The  immovable  ones  are 

the  scale,  counter,  register,  etc.  The  immovable  ones  are  of  as 
much  value  as  the  movable.  This  McCaskey,  by  preventing 
forgotten  charges,  disputed  claims,  as  a collector,  and  by  in- 
creasing service,  earns  you  more  than  any  other  fixtures. 

(c)  You  are  well  supplied  with  scales,  counters,  show 
cases  and  everything  to  keep  and  show  your  goods.  It  shows 
me  that  you  are  a live  one  and  believe  in  equipping  your  store 
with  all  fixtures  necessary  to  protect  your  stock  and  get  goods 
to  your  customers  in  a clean  and  sanitary  condition.  If  you 
will  allow  me  to  suggest,  however,  it  appears  that  you  are  neg- 
lecting a most  important  feature  in  not  providing  some  ade- 
quate system  to  better  satisfy  your  credit  customers,  protect 
yourself  and  assist  you  in  collecting. 

The  McCaskey  will  keep  your  accounts  posted  to  date,  will 
save  time  which  is  money,  and  will  decrease  your  expenses  be- 
sides relieving  you  of  worry  and  detail.  With  one  of  our  sys- 
tems to  take  care  of  this  part  of  your  business,  you  will  have 
one  of  the  best  equipped  stores  in  town  and  it  will  not  take 
people  long  to  find  it  out. 

(d)  Procrastination  is  the  thief  of  time.  Experience  shows 
that  you  are  paying  for  a McCaskey  every  year  in  losses.  Then 
why  wait?  A McCaskey  is  not  simply  a fixture,  it  is  a system 
for  efficiency  and  service. 

44 — I want  to  buy  a (safe,  delivery  car,  scale,  etc,,)  before  I 

buy  a McCaskey, 

(a)  All  those  things  that  you  mention  are  good  things  and 
I agree  with  you  that  you  should  have  them  in  your  business, 
but  not  all  of  them  will  pay  you  the  profit  on  the  investment 
that  the  McCaskey  will. 

The  McCaskey  costs  you  nothing — let  the  company  carry 
you  and  invest  your  money  in  merchandise  which  can  be  turn- 
ing over  a number  of  times  during  the  period  you  are  making 
installment  payments.  The  McCaskey  will  reduce  your  out- 
standing accounts  from  20%  to  40% — all  McCaskey  users  agree 
to  that.  Say  it  is  30%  in  your  case,  and  you  fell  me  you  have 
$2000.00  worth  of  accounts  buried  in  that  old  ledger  there.  The 
30%  extra  the  McCaskey  will  collect  amounts  to  $600.00  or  more 
than  enough  to  pay  for  the  system  and  leave  a comfortable 
balance  for  buying  other  equipment  you  require. 

(b)  A scale  handles  but  from  2%  to  5%  of  your  business 
(except  in  a meat  market),  while  the  McCaskey  will  handle 
from  50%  to  75%  of  your  sales.  In  a pinch  you  can  continue  with 
the  scales  you  have,  but  your  accounts  should  be  taken  care  of. 
The  saving  from  the  losses  and  time  and  expense  in  handling 
the  accounts  with  your  present  method  would  soon  be  sufficient 
to  buy  the  best  scales  on  the  market  as  well  as  numerous  other 
fixtures. 

(c)  They  are  all  good  enough,  and  if  you  cannot  buy  them 
all  at  this  time,  get  the  one  that  will  do  the  most  good.  Other 
merchants  who  have  them  all  say  that  the  McCaskey  System 
is  in  a class  by  itself  in  the  catalogue  of  store  fixtures. 

Safes,  delivery  cars,  etc.,  are  all  desirable  and  worth  the 
cost,  no  doubt,  but  the  McCaskey  saves  you  money,  helps  you 
collect,  and  protects  you  against  dead  beats,  keeps  your  cus- 

532 


ANSWERS  TO  OBJECTIONS 


tomers  good  natured,  relieves  you  of  the  grind  of  posting  and 
in  many  other  ways  has  advantages  and  values  that  no  other 
fixture  has.  It  is  almost  human  and  should  be  given  first  place 
in  your  list  of  fixtures.  Order  one  right  now!  It  is  a book- 
keeper, cashier,  credit  man,  collector  and  peace  maker,  all  in 
one. 

(d)  Mr.  , that  is  a polite  way  of  telling  me  that  I 

have  not  done  a very  good  job  of  showing  you  what  this  sys- 
tem will  save  you  in  dollars  and  cents.  Otherwise  you  would 
realize  that  the  McCaskey  credit  system  is  of  the  greatest  as- 
sistance in  helping  a merchant  to  buy  any  other  new  equip- 
ment needed;  but  a small  down  payment  is  required  and  the 
system  will  handle  a greater  per  cent  of  your  business  than  oth- 
er articles  of  equipment  and  will  service  you  through  a busi- 
ness lifetime. 

(e)  Your  truck  will  cost  you  twice  as  much  as  the  McCas- 
key or  more  even  than  that.  It  will  not  handle  any  more  of 
your  business  and  will  be  entirely  depreciated  in  two  years 
while  the  McCaskey  will  be  giving  you  its  profitable,  money- 
saving advantages  as  long  as  you  are  in  business.  Anyway — 
let  the  system  pay  for  the  truck.  It  will  do  just  that. 

(f)  Did  you  know  that  a nationally  circulated  store  pub- 
lication (The  General  Merchant)  offered  a prize  to  the  mer- 
chants everywhere  for  a letter  telling  what  single  fixture  in 
their  stores  was  the  most  profitable?  The  letter  on  the  time- 
saving, labor-saving,  money-saving,  and  business-building  value 
of  the  McCaskey  Credit  Register  won  first  prize  over  all  oth- 
ers, including  high-priced  electrical  equipment  of  all  kinds. 
This  was  because  the  McCaskey  had  paid  greater  profits,  re- 
gardless of  the  reasonable  investment  made  in  it. 

(g)  Those  things  are  all  good  and  each  is  a real  necessity 
in  an  up-to-the-minute  store.  It  is  a fact  that  you  can  obtain 
better  results  by  having  them.  But  they  are  incidental  to  the 
conduct  of  your  business. 

Can  you  imagine  a big  department  store  or  other  large  firm 
without  an  adequate  accounting  system,  placing  the  installation 
of  a scale  or  truck  before  their  office  records?  The  control 
over  accounts  is  the  soul  of  their  business  and  it  should  be 
the  soul  of  yours.  The  reason  they  are  big  is  because  system 
in  business  has  made  them  big. 

And  yet,  perhaps,  they  do  not  need  it  as  much  as  you.  Even 
though  they  might  have  certain  leaks  and  certain  of  their  de- 
partments might  be  running  at  a loss,  they  are  so  big  they 
can  continue  to  make  profits  anyway  and  prosper.  With  the 
smaller  business,  such  as  yours,  the  source  of  income  is  more 
limited,  a leak  or  loss  undetected  may  mean  the  difference 
between  running  the  business  at  a profit  and  running  it  at  an 
actual  loss. 

45 — That  IS  not  a large  enough  allowance  for  my  old  McCas- 
key, 

(a)  You  have  admitted  that  the  McCaskey  has  paid  for  it- 
self many  times  over;  throw  it  away  and  buy  a new  one — 
you  will  be  money  ahead.  We  lose  this  old  one. 

As  a matter  of  fact  your  old  system  does  not  owe  you  any- 
thing and  what  we  offer  you  for  it  will  simply  be  an  addition- 
al profit  to  what  it  has  already  brought  you.  It  appears  to  me 
that  the  company  is  generous  indeed  to  make  it  so  worth  your 
Nvhile  to  accept  and  install  new,  up-to-the-minute  equipment. 

533 


ANSWERS  TO  OBJECTIONS 


(b)  You  are  at  liberty  to  retain  the  McCaskey  for  60  days, 
if  you  wish,  sell  it  for  more  money  than  the  allowance  I am 
authorized  to  grant  you  and  simply  pay  us  the  amount  of  the 
allowance. 

(c)  How  much  would  you  allow  me  on  my  old  pair  of 
shoes  for  a new  pair;  (or  whatever  merchandise  is  applicable 
to  the  merchant’s  line  of  business.) 

(d)  Let’s  figure  this  thing  out.  Just  what  did  the  register 

cost  you  when  new?  About  $ ? Now  then,  when  did  you 

buy  it?  That  makes  10  (or  correct  figure)  years  you  have 

used  it,  or  at  $ a year.  Why  that  register  does  not  owe 

you  anything  today,  even  if  it  is  quite  well  worn  now.  Looks 
as  if  my  offer  was  a trifle  high. 

What  bookkeeper  could  you  get  for  that  figure  a month? 
Not  to  mention  a year?  And  a bookkeeper  could  not  begin  to 
control  your  accounts  and  bring  to  you  the  advantages  of  mon- 
ey-saving that  the  McCaskey  is  responsible  for. 

Take  into  consideration  the  amount  of  work  and  worry  the 
McCaskey  has  saved  you  during  those  10  (?)  years  and  you 

will  agree  that  $ is  a mighty  good  allowance  after  such  a 

period  of  time. 

(e)  Our  company  is  most  liberal  to  make  any  allowance 
at  all  for  such  old  registers.  In  most  cases  this  equipment 
taken  in  is  destroyed;  and  if  you  will  think  a minute,  the 
amount  you  will  receive  for  the  system  fades  into  insignifi- 
cance when  compared  with  the  labor  and  money  it  has  saved 
you. 

You  owe  it  to  your  business  to  keep  your  system  strictly 
modern.  The  added  features  which  our  system  offers  today, 
as  compared  with  that  you  are  using,  will  make  it  a dividend 
paying  investment.  The  system  you  use  means  more  to  you  and 
your  future  success  than  anything  else.  We  cannot  stand  still; 
we  are  either  going  or  coming.  I think  you  will  agree,  view- 
ing the  proposition  from  every  angle,  that  it  will  be  very  much 
to  your  advantage  to  take  up  the  liberal  allowance  held  before 
you  and  put  yourself  in  the  class  with  those  who  are  always 
moving  forward. 

46 —  That  is  not  a large  enough  allowance  for  my  old  (foreign) 

system. 

(a)  Mr. , it  is  too  much.  You  should  be  willing  to 

pay  that  amount  to  get  it  out  of  your  way.  I’ll  bet  you  have 
been  ashamed  of  it  for  a good  long  time.  You  will  smile  all 
over  the  day  the  new  McCaskey  is  installed  in  this  store. 

(b)  We  pay  you  more  for  your  old  system  than  other 
companies  do  in  taking  them  in  as  part  payment  on  a new  one. 
I believe  that  it  will  be  but  a question  of  time  when  the  com- 
pany will  prohibit  me  taking  in  any  foreign  system  in  this  way. 

(c)  Mr. , that  is  the  penalty  of  not  buying  right  orig- 

inally. I’ll  guarantee  this,  however,  you  will  not  even  consider 
trading  your  new  McCaskey  register  off  when  you  have  used 
it  a like  number  of  years. 

47 —  If  you  let  me  use  the  system  thirty  days  on  trial,  then  you 

can  send  me  one.  If  I like  it,  Fll  buy  it. 

(a)  We  are  now  and  have  long  since  passed  the  experi- 
mental stage.  No  goods  are  sent  on  trial.  If  the  register  and 
system  is  not  just  as  represented,  you  don’t  want  it,  nor  do  we 

534 


ANSWERS  TO  OBJECTIONS 


want  you  to  have  it.  How  many  automobiles  did  you  try  for 
a month  before  you  bought  the  one  you  have  there  in  front? 

(b)  We  do  not  sell  on  trial  as  we  know  the  system  will 
meet  your  needs  and  please  you.  Do  not  overlook  the  fact  that 
close  to  500,000  others  have  been  doing  the  trying  out  for 
you,  many  of  them  close  to  twenty-five  years.  They  would 
not  sell  their  McCaskeys  for  many  times  the  purchase  price 
if  they  would  be  unable  to  get  another.  Isn’t  that  a trial  record 
worthy  of  your  acceptance? 

If  you  are  actually  in  doubt,  just  take  some  of  these  names 
of  merchants  in  your  vicinity  here  who  are  McCaskey  system 
users,  call  them  up  on  the  telephone  at  my  expense.  This  will 
give  you  in  a few  moments  the  benefit  of  years  of  experience 
in  using  the  system,  a more  valuable  test  than  thirty  days  could 
possibly  be.  I will  be  willing  to  abide  by  what  these  users  tell 
you. 

(c)  Can  you  begin  to  realize  what  it  would  mean  to  you  and 
your  fellow  merchants  if  we  had  a million  dollars  and  more  in 
trial  equipment  scattered  over  the  country?  The  price  would 
be  so  much  higher  than  it  actually  is  that  you  would  realize  you 
have  a genuinely  sound,  reasonable  proposition  in  our  estab- 
lished prices  which  are  not  carrying  such  a terrific  burden  of 
expense. 

(d)  Mr.  , will  you  let  me  wear  a pair  of  shoes  (or 

some  merchandise  in  keeping  with  the  line  of  business)  for  a 
week  on  trial  to  see  Jiow  I like  them?  Whv  not? 

48 —  I object  to  the  terms. 

(a)  Just  like  buying  a house  on  the  rent  plan,  only  you 
don’t  have  to  pay  any  taxes  (interest)  in  the  meantime. 

(b)  Why  object  to  the  terms  when  the  McCaskey  pays  for 
itself  in  the  leaks  and  losses  that  it  stops  while  you  are  paying 
the  company  for  it? 

(c)  Your  added  collections  will  be  far  more  than  your 
monthly  payments  and  you  will  have  more  ready  cash  than  you 
would  otherwise  have  if  you  did  not  buy  it. 

(Stick  to  your  terms ; the  purchaser  will  respect  you  for 
it.  He  does  not  have  any  respect  for  a jelly  fish). 

49 —  don't  pay  for  anything  (or  on  anything)  until  I get  it." 

(a)  You  pay  for  fire  insurance  before  you  get  it,  and  we 
are  giving  you  McCaskey  insurance.  If  you  did  not  pay  for 
fire  or  life  insurance  before  you  had  a loss,  you  would  not  be 
very  apt  to  get  your  loss  adjusted.  We  are  only  asking  you 
to  make  a very  small  payment  on  McCaskey  insurance. 

(b)  I cannot  understand  just  why  you  take  that  position. 

Here  is  a perfect  sample  and  Mr. , across  the  street 

has  used  one  of  our  systems  for  years.  You  must  be  familiar 
with  the  system  because  they  are  used  all  around  you.  You 
know  that  they  are  satisfactory  and  will  do  the  business. 

You  must  know  that  the  McCaskey  Register  Company  is 
too  large  and  reliable  to  consider  such  a thing  as  deceiving 
or  cheating  you.  The  register  that  you  will  receive  is  guar- 
anteed to  be  like  this  sample,  or  you  do  not  need  to  accept  it. 

Come,  get  into  line.  Be  up-to-date  like  your  competitors. 
If  you  don’t  they  will  surely  get  you  in  a short  time.  The 
company  is  trusting  you  for  $206  and  you  are  only  taking  a 

535 


ANSWERS  TO  OBJECTIONS 


$30  chance  on  them.  Are  you  not  getting  the  best  of  it?  You 
certainly  are  not  afraid  to  back  your  judgment  with  $30. 

To  Get  the  Cash  with  Order  Payment 

(c)  Securing  a cash  payment  with  the  order,  resolves  it- 
self largely  into  a question  of  thoroughly  convincing  a mer- 
chant of  the  great  merit  of  the  system,  and  its  great  value  to 
him.  When  this  is  done,  the  great  majority  of  purchasers  will 
pay  at  least  some  cash  with  the  order  if  the  subject  is  properly 
presented.  When  a salesman  fails  on  this  point,  it  is  usually 
because  he  does  not  go  about  it  in  a salesmanlike  way.  For, 
while  there  is  no  set  right  way  of  doing  a thing,  there  are  many 
wrong  ways  of  doing  a right  thing. 

First  of  all,  you  must  feel  that  in  asking  a cash  payment 
that  you  are  only  asking  what  is  right.  You  should  be  thorough- 
ly convinced  that  the  transaction  is  favorable  to  the  merchant, 
and  should  impress  him  with  the  same  conviction  so  that  he 
cannot  for  an  instant  look  upon  the  request  as  in  any  way  un- 
reasonable. With  the  feeling  planted  in  the  merchant's  mind, 
as  it  ought  to  be  from  the  beginning,  that  he  is  obtaining  gen- 
uine value  for  his  money,  the  question  of  securing  cash  pay- 
ment becomes  one  of  tact. 

The  proper  time  to  introduce  this  subject  is  the  first  time 
the  point  is  brought  up  by  the  prospect?  If  he  inquires  about 
terms  early  in  the  conversation,  then  is  the  time  to  make  the 
matter  plain;  if  he  doesn’t  talk  about  them  until  later,  then  is 
the  time.  Whenever  he  asks  the  exact  terms  on  a particular 
system,  do  not  evade  the  question.  Answer  it  plainly — “$30 
cash  with  order,  and  the  balance  in  monthly  payments."  If  he 
is  bound  anyway  to  shy  at  this,  the  sooner  you  know  it  the 
better.  If  he  means  business,  a plain  answer  will  not  throw 
him  off  the  track. 

If  he  asks  nothing  about  terms,  but  agrees  to  the  price  and 
comes  to  the  point  of  signing  the  order,  fill  it  out  plainly  “$30 
cash  with  order."  See  that  he  reads  it  carefully,  and  before 
leaving  him,  if  he  does  not  of  his  own  accord  offer  you  the 
money,  say,  “You  can  make  your  check  for  the  cash  payment 
payable  to  the  company  and  you  will  have  two  receipts  as  I 
am  giving  you  a receipt  for  it  here." 

But  whenever  or  wherever  the  subject  is  touched,  treat  it 
boldly.  Take  the  cash  payment  for  granted.  Assume  as  a 
matter  of  course  that  he  ought  to  make  it,  and  expect  to.  Do 
not  assume  that  he  is  going  to  find  fault  with  the  idea,  and  that 
you  must  apologize  and  make  excuses  for  it  in  advance.  If 
he  does  object,  then  bring  up  your  arguments  somewhat  in 
this  manner : 

“Mr.  , we  think  it  is  perfectly  fair  and  right. 

We  show  great  confidence  in  you  by  building  this  valuable 
system  especially  for  your  business  and  putting  it  into 
your  store  only  to  be  paid  for  months  in  the  future.  Now 
you  certainly  will  not  object  to  a comparatively  small  cash 
payment  with  the  order  to  show  your  confidence  in  us." 

A good  salesman  will  treat  the  subject  firmly,  though  pleas- 
antly. He  will  handle  a hesitating  purchaser  differently  from 
the  way  he  would  a strong  and  obstinate  one.  You  must  have 
sufficient  perception  of  the  character  and  general  business  sit- 
uation of  the  man  you  are  dealing  with  to  know  what  argu- 
ment will  best  appeal  to  him.  Above  all,  a good  salesman  will 
not  be  easily  bluffed. 


536 


ANSWERS  TO  OBJECTIONS 


To  sum  up  with,  asking  a cash  with  order  payment  is  not 
a question  of  nerve.  Any  good  salesman  has  the  nerve  to  ask 
for  terms  which  he  is  thoroughly  convinced  are  right.  The 
real  basis  of  this  request  is  your  sincere  confidence  in  the  value 
of  the  system  to  the  merchant;  next,  of  earnestness  in  making 
him  see  it  in  that  light;  finally,  in  handling  the  question  with 
tact. 

After  all,  the  same  characteristics  which  help  a man  to  sell 
McCaskey  Systems  help  him  to  secure  cash  with  order  pay- 
ments. Let  any  man  on  the  selling  force  who  is  deficient  on 
this  point  renew  his  earnest  conviction  on  the  fundamental 
proposition  of  the  business — that  we  are  offering  the  merchant 
extraordinary  value  for  his  money.  Let  him  study  to  present 
this  view  as  a capable  salesman  should,  and  he  will  not  find 
cash  with  order  such  a tough  proposition  as  he  imagines. 

A short  time  ago  one  of  our  salesmen  sold  a man  a system, 
and  after  getting  the  order  asked  the  man  to  make  a cash  pay- 
ment? This  made  the  customer  rather  angry  at  first.  The 
salesman  stated  that  it  was  a rule  of  the  company  that  all  cus- 
tomers give  a cash  deposit  with  the  order  to  prove  to  the 
company  at  Alliance  that  the  contract  was  made  in  good  faith. 

“Of  course,  Mr. he  said,  ‘T  know  that  you  are 

good  and  will  pay  for  the  system.  But  the  company  at 
Alliance  is  a great  many  miles  from  here,  and  does  not 
know  about  its  customers,  so  that  it  makes  this  rule  of  a 
cash  payment  with  order.  Possibly  you  haven’t  the  cash 
with  you.  If  you  like  I will  walk  around  to  the  store  with 
you  and  you  can  give  me  a check.” 

The  salesman  walked  around  to  the  office  of  his  customer 
and  got  a check  for  $30. 

The  real  secret  in  getting  the  cash  with  order  for  our  sys- 
tems lies  in  the  mental  attitude  of  the  salesman  toward  that 
question,  and  his  assumption  of  the  same  attitude  on  the  part 
of  the  purchaser.  Study  the  situation  in  all  its  phases  and  be 
prepared  to  meet  it,  however  it  presents  itself,  smoothly,  nat- 
urally, persuasively. 

The  trouble  with  some  salesmen  is  that  they  fall  into  the 
frame  of  mind  where  they  feel  some  strong  reason  or  powerful 
argument  must  be  presented  for  paying  cash  with  order.  They 
have  gotten  into  this  mental  attitude  from  force  of  habit,  be- 
cause they  have  made  so  many  sales  without  expecting  cash 
with  order.  But  instead  of  having  to  hunt  for  a reason  for  pay- 
ing cash  with  order,  you  will  find  that  it  is  difficult  to  find  a 
reason  for  not  paying  cash  with  order.  Don’t  say  it  yourself, 
“Why  should  a man  pay  cash  with  order?”  Say,  “Why  should 
he  not?” 

If  you  find  cash  with  order  an  awkward  proposition  that 
sticks  in  your  throat,  it  is  because  you  do  not  appreciate  the 
full  value  of  the  goods  you  are  selling.  Sweep  out  of  your 
mind,  like  so  many  cobwebs,  any  apologetic  feeling  regarding 
the  proposition. 

You  are  not  trying  to  persuade  a man  to  buy  an  expensive 
luxury  and  therefore  obliged  to  make  every  reasonable  con- 
cession (or  unreasonable).  You  are  trying  to  sell  him  some- 
thing he  needs,  not  trying  to  trick  and  cajole  him  into  doing 
something  that  he  cannot  afford  to  do.  You  are  doing  him  a 
greater  favor  than  he  is  doing  you.  Realize  this  yourself.  Feel 

537 


ANSWERS  TO  OBJECTIONS 


it,  and  you  can  make  him  feel  it.  Then  you  will  both  be  nearer 
the  right  attitude  v/hen  it  comes  to  the  question  of  terms. 

You  ought  to  use  a great  deal  more  tact  than  some  are  in- 
clined to  use  in  asking  for  cash  payments.  Don’t  go  after  it 
with  a club  in  a ‘money  or  your  life’  fashion.  Don’t  say  any- 
thing about  it  if  you  can  reasonably  avoid  it  until  the  prospect 
has  signed  the  order.  The  chances  are  he  will  ask  you  aboiit  it 
when  he  comes  to  that  clause  in  the  contract  blank.  Then  you 
can  explain  it  to  him  in  an  agreeable  gentlemanly  way.  Don’t 
start  in  with  the  difficulties  and  obstacles.  Tet  them  come 
at  the  end  where  the  prospect  will  see  them  in  comparison 
with  the  benefits  and  advantages  which  have  first  been  ex- 
plained. 

If  he  asks  questions,  do  not  avoid  them.  If  he  asks  the 
price,  tell  him  that  and  do  not  go  further.  If  he  asks  if  he  has 
to  pay  it  all  at  once,  say  “No,  we  will  arrange  that  conveniently 
for  you.” 

If  he  asks  what  the  terms  are  and  insists,  tell  him  clearly 
and  distinctly.  If  he  objects,  say  to  him,  “We  won’t  have  any 

quarrel  over  that  point,  Mr. , we  will  take  that  up  when 

we  get  to  it.  In  the  first  place  I want  you  to  know  what  this 
system  will  do  for  you,  then  we  will  arrange  all  right  about  the 
terms.” 

While  it  is  a mistake  to  dodge  any  explicit  question,  as  if 
you  were  afraid  to  answer  it,  it  is  a worse  mistake  to  bring  up 
the  phrase,  “Cash  with  order,”  unnecessarily,  or  to  repeat  it  in  a 
way  which  seems  to  say,  “We  don’t  trust  you,  and  you  had  bet- 
ter understand  it  to  start  with.” 

50 — Is  the  price  delivered?  I won*t  take  it  unless  you  pay 

the  Ireight, 

(a)  We  figure  price  on  one  basis  and  cannot  make  any 
concessions.  One  price  to  all.  If  we  delivered  this,  we 
would  have  to  make  you  pay  part  of  the  freight  on  the  sys- 
tems which  we  ship  to  California  and  other  distant  points 
from  the  factory. 

(b)  The  price  is  F.  O.  B.  Alliance,  Ohio,  and  the  freight 
will  be  a very  small  item.  I know  that  you  will  not  let  the 
matter  of  two  or  three  dollars  stand  between  you  and  a saving 
of  several  hundred  dollars.  You,  I am  sure,  would  not  buy 
simply  because  the  freight  was  paid. 

(c)  Do  you  get  your  other  goods  prepaid?  Of  course  not; 
then  why  make  this  demand  upon  us  w^hen  we  are  going  to 
do  you  a real  service.  There  is  only  one  McCaskey  and  it 
can  be  secured  at  only  one  price.  You  can  buy  your  lines 
in  several  different  places,  and  yet  the  freight  is  not  paid  to 
you.  This  is  your  obligation  because  the  price  is  fixed  F.  O. 
B.  Alliance. 

It  wouldn’t  be  fair  to  make  a special  concession  any  more 
than  it  would  be  fair  to  you  if  your  competitor  should  be 
given  the  inside  of  the  same  line  sold  by  you  and  purchased 
from  the  same  wholesale  house.  The  price  is  right  and  you 
are  getting  good  terms. 

(d)  The  price  is  F.  O.  B.  factory.  Suppose  a customer 
comes  in  and  says  to  one  of  your  clerks  that  he  will  buy  ?5 
worth  of  groceries,  if  he  will  give  him  a can  of  Royal  Baking 
Powder;  the  clerk  agrees  to  this  and  you  finally  discover  it. 
Wouldn’t  you  reprimand  that  clerk,  and  even  let  him  go  if 

538 


ANSWERS  TO  OBJECTIONS 


he  persisted  in  breaking  your  rules?  The  customer  got  $5 
worth  of  groceries,  full  value  received.  It  was  taking  fifty 
cents  right  out  of  your  pocket  when  the  clerk  gave  away  that 
can  of  Baking  Powder. 

You  paid  the  freight  on  those  dry  goods;  on  that  show 
case,  etc.  Take  it  from  me  that  whenever  you  get  anything 
delivered,  you  pay  for  the  delivery  just  the  same.  It  might 
not  be  called  delivery  charges,  however.  This  rule  will  apply 
to  all  business  houses. 

51 —  I never  sign  an  order  and  I get  all  the  goods  I want 

without  signing  orders,  (a)  Systems,  (b)  Salesbooks. 

(a)  I do  not  like  to  dispute  your  word,  but  you  signed^an 
order  for  that  show  case,  also  that  scale,  they  do  not  sell 
otherwise.  The  signing  of  this  pad  order  is  merely  a mat- 
ter of  form.  I do  not  care  anything  about  it,  after  I have  a 
man  sized  up  and  decide  that  he  is  honest.  I would  just  as 
soon  take  his  word  as  his  note — it  just  makes  the  company 
feel  that  you  have  as  much  confidence  in  them  as  they  have  in 
you,  that’s  all.  Put  your  name  in  here,  etc. 

(b)  You  are  a customer  of  regular  houses.  Our  com- 
pany is  new  to  you  and  you  are  new  to  us.  When  you  sign 
the  order  we  are  being  bound  to  filling  it  when  it  is  accepted 
at  Alliance.  It  guarantees  you  the  present  price  against  raises 
in  the  market. 

(c)  This  is  a specialty  made  to  order  and  would  be  a 

total  loss  to  us  if  anything  should  happen  so  that  it  would  not 

be  delivered.  We  have  all  the  confidence  in  you,  but  we 
cannot  tell  what  is  going  to  happen.  You  might  die,  sell  out 
or  burn  out,  and  it  would  not  be  fair  to  us  to  assume  the 

responsibility  for  accidents  that  might  happen  to  you. 

We  are  not  an  insurance  company,  but  a manufacturer. 
We  must  have  a signed  order  to  show  that  you  understand  the 
terms  of  the  contract.  We  don’t  want  any  misunderstanding 
later.  If  you  are  acting  in  good  faith  and  I know  you  are,  you 
can  have  no  objection  to  signing  an  order  for  goods  that  you 
have  purchased.  You  need  and  want  the  register  and  we  want 
you  to  have  it.  Put  your  name  here,  please. 

(b)  We  know  that  you  would  not  order  salesbooks  if 
you  did  not  need  them,  and  we  would  be  willing  to  take  your 
verbal  order,  but  the  company  requires  a signed  order  with 
specifications  for  the  books  as  they  have  to  be  made  very  care- 
fully. They  want  to  know  that  you  understand  what  you  are 
to  get.  The  order  is  for  reference  in  printing. 

52 —  I won't  sign  a note. 

(a)  A note  is  merely  a matter  of  convenience  to  you,  so 
you  can  make  the  payments  at  your  bank  and  not  be  annoyed 
with  statements  or  drafts.  It  will  be  sent  to  any  bank  you 
wish  and  you  make  payments  each  month  to  them.  At  which 
bank  do  you  wish  it  payable? 

(b)  Giving  us  your  note  is  economy  for  yourself  and 
us.  It  enables  us  to  reduce  bookkeeping  cost.  It  eliminates 
the  necessity  of  our  having  thousands  of  open  accounts  on 
our  books. 

(c)  If  you  were  loaning  money,  settling  accounts  with 
one  of  your  customers  by  note,  would  you  expect  him  to 
sign  the  note.  This  note  specifies  distinctly  just  what  you 
are  going  to  pay  and  no  more,  and  as  you  expect  to  pay  for 

539 


ANSWERS  TO  OBJECTIONS 


the  system  anyway,  what  difference  does  it  make  whether 
you  pay  the  note  or  invoice. 

(d)  That’s  all  right;  you  will  make  a nice  little  saving 
by  paying  cash  and  taking  the  6%  discount.  A large  number 
of  our  users  have  done  this  as  our  discount  is  unusually  at- 
tractive to  the  merchant  who  prefers  paying  cash  to  signing 
a note  for  the  balance.  I am  glad  you  mentioned  it  as  I 
might  have  forgotten  to  speak  of  the  cash  discount,  since 
many  prefer  to  pay  on  the  monthly  payment  plan. 


CASH  REGISTER  SYSTEM  OBJECTIONS  MET  DURING 
APPROACH 

1 — I do  not  need  a cash  register  system, 

(a)  Mr. , there  are  only  two  people  who  do  not  require 

a cash  register  system,  the  man  who  has  one  and  the  man  who 
is  not  in  business.  No  business  can  be  run  intelligently  and 
to  the  fullest  extent  of  its  earning  power  without  facts,  and 
facts  are  not  obtainable  without  system.  The  information 
provided  by  the  McCaskey  cash  register  system  has  such  a 
direct  bearing  on  the  net  profits  of  the  business  that  unless 
you  have  that  information  you  cannot  afford  to  continue  in 
business  without  it,  if  you  expect  to  make  the  business  pay  you 
what  you  have  a right  to  expect. 

By  necessary  information  I mean  the  controlling  figures 
which  keep  you  posted  as  to  the  costs  of  doing  business  and 
the  profits  resulting;  I mean  statistics  on  sales  such  as  sales 
from  each  department,  sales  by  each  clerk,  etc.;  I mean  full 
knowledge  of  money  at  your  command,  of  the  condition  of 
your  expenses,  your  income,  your  income  tax  data,  etc.,  so  that 
you  can  spot  leaks  as  they  occur  before  they  develop  into  seri- 
ous losses  and  so  that  you  can  practically  compare  your  busi- 
ness with  that  of  others  in  your  line  and  test  your  costs  and  ex- 
penses with  the  costs  and  expenses  of  others,  etc. 

Look  among  your  fellow  business  men,  see  how  few  there 
are  who  do  not  have  a cash  register  of  some  sort,  realizing 
their  need  for  valuable  business  information.  They  are  not 
investing  their  money  in  something  worthless,  if  their  systems 
give  them  the  information  described;  they  are  making  an  in- 
vestment that  more  than  covers  the  costs  in  early  results  which 
are  profitable  to  the  business. 

(b)  Frequently  we  sell  merchants  who  have  been  in  busi- 
ness a number  of  years  without  this  information  which  a cash 
register  system  will  provide  you.  They  tell  us  they  regret 
their  delay  in  making  the  installation.  In  one  case  the  mer- 
chant had  just  taken  in  a new  partner  and  the  latter  objected 
to  buying  the  McCaskey.  The  older  man  in  the  business  said 
•that  he  had  paid  for  one  of  these  registers  each  year  he  had 
been  in  business  and  that  he  was  going  to  buy  it  if  he  had  to 
pay  for  it  out  of  his  own  pocket.  If  you  need  a cash  register 
system,  you  pay  for  it  whether  you  have  it  or  not — but  if  you 
do  not  have  it,  you  lose  continually  the  income  for  which  the 
cash  register  would  be  responsible. 

(c)  Mr. please  do  not  make  such  a remark  at  a time 

when  your  banker  will  hear  you.  It  would  be  a serious  handi- 
cap to  you  in  case  you  were  to  ask  a big  loan,  or  a recommen- 
dation of  your  standing  in  business  at  a time  when  you  wished 

540 


ANSWERS  TO  OBJECTIONS 


to  sell.  Such  a statement  might  impair  your  credit,  and  stamp 
you  permanently  as  a poor  business  man. 

(d)  Would  not  you  like  to  make  more  profits?  A store 
without  a cash  register  system  is  like  a clock  without  hands. 
It  runs,  but  it  tells  you  nothing.  Information  is  protection. 
Did  you  ever  hear  of  a truly  successful  business  that  kept  no 
Records  of  its  cash  or  accounts  and  ran  by  guess?  Would  you 
place  your  money  in  a bank  where  the  money  was  lumped  into 
a drawer  without  records  being  kept,  as  you  are  doing? 

2 — I do  not  need  a cash  register;  there  are  none  but  members 

oi  my  family  in  the  store. 

(a)  What  has  that  to  do  with  you  having  records  of  your 
business?  We  do  not  talk  of  systems  doing  away  with  steal- 
ing, if  that  is  your  meaning;  we  install  our  systems  so  that  you 
or  any  member  of  your  family  will  know  what  you  are  doing 
in  the  business.  This  includes  the  activities  of  each  depart- 
ment; the  information  on  all  money  paid  out  and  all  money 
received  and  who  from.  We  believe  that  you  as  a family 
want  to  make  money  and  with  this  system  you  will  be  able  to 
know  always  just  what  you  are  doing.  I know  of  no  system 
so  adapted  as  the  McCaskey  is  to  a firm  consisting  of  the  mem- 
bers of  the  family  alone. 

(b)  We  are  all  human  and  for  that  reason  we  all  make 
errors.  You  and  your  family  are  human  and  the  McCaskey 
cash  register  system  will  point  out  to  you  the  errors  you  are 
making  and  do  not  know  about.  If  every  man  was  as  honest 
as  a saint,  cash  register  systems  would  still  be  as  popular  as 
they  are  under  present  circumstances  for  many  thousands  of 
dollars  are  being  lost  in  business  through  uncaught  errors.  It 
is  only  fair  to  your  business  to  protect  your  money  as  you  do 
your  merchandise;  run  your  business  systematically  and  it  will 
it)ay  you  handsome  dividends. 

(c)  Naturally  none  of  your  family  would  steal  from  you, 
but  even  had  you  strange  help  so  inclined  the  most  expensive 
cash  register  in  the  world  would  not  give  full  protection. 
However,  the  average  merchant  steals  more  from  himself  than 
even  a dishonest  clerk  would  be  inclined  to  steal. 

At  night  when  you  count  up,  you  know  how  much  cash  is  in 
the  drawer;  but  do  you  know  how  much  should  be  there?  Not 
having  information  as  to  your  costs  of  doing  business,  you  are 
not  in  a position  to  set  selling  prices  so  as  to  insure  a profit 
and  protect  you  against  losses.  Did  you  know  that  you  could 
be  continually  selling  a number  of  articles  at  an  actual  loss 
instead  of  a fancied  profit  by  lack  of  such  information  as  the 
M’cCaskey  Cash  Register  System  holds  available  to  you?  The 
more  a man  knows  about  his  business,  the  more  money  he  is  in 
position  to  make. 

(d)  With  this  system  in  your  store,  and  with  a key 
designated  for  each  member  of  the  family,  you  would  awaken 
new  life  in  the  business  and  a new  desire  to  build  up  personal 
sales  totals,  etc.  It  would  give  your  children  a knowledge 
they  would  find  valuable  in  following  any  line  of  business. 
How  many  of  them  can  operate  an  adding  machine  today?  The 
McCaskey  would  acquaint  them  with  a standard  adding  machine 
and  the  foremost  modern  cash  register  system  methods. 

(e)  You  need  record  of  sales  and  expenses  for  Uncle  Sam,  if 
you  disregard  their  value  to  yourself  and  the  business.  The 

541 


ANSWERS  TO  OBJECTIONS 


government  demands  a very  thorough  record  and  McGaskey 
Systems  have  many  times  been  approved  and  highly  recom- 
mended by  revenue  officials. 

(f)  It  is  true  that  you  and  your  family  are  alone  in  the 
store  and  handle  your  own  money  and  business.  In  fact  nobody 
but  you  and  members  of  the  family  handle  or  drive  your  auto^ 
mobile  there.  Yet  now  and  then  you  have  some  expert  take 
time  to  inspect  it,  adjust  and  regulate  it.  The  McCaskey 
cash  register  system  is  an  expert  adjustor  and  regulator  for 
your  business  and  will  always  be  on  the  job,  silently  and 
faithfully  providing  you  with  important  records  and  informa- 
tion about  your  business  that  you  do  not  now  have. 

(g)  Did  it  ever  occur  to  you  that  you  and  your  family  are 
as  subject  to  errors  as  any  other  folks  — that  one  of  your  own 
children  might  send  you  to  financial  ruin  unwittingly?  The 
fact  that  your  entire  family  is  interested  in  this  business  makes 
it  more  important  than  ever  that  you  have  the  knowledge  this 
machine  provides  — that  you  will  be  able  to  make  better  pro- 
vision for  them  through  the  profits  gained  from  the  business. 

3 — I have  a cash  register  ior  taking  care  of  cash  and  do  not 

need  detailed  information  or  an  adding  machine, 

(a)  A cash  register  that  merely  separates  the  coins,  bills, 
etc.,  cannot  be  said  to  properly  ‘take  care’  of  cash.  A box 
would  hold  your  cash.  What  is  necessary  today  is  a way  of 
knowing,  not  that  you  have  $50.00  in  the  cash  drawer,  but  what 
that  $50.00  represents.  The  secret  behind  the  success  of  the 
chain  stores  is  that  they  keep  complete,  detail  records  and 
know  what  the  cash  received  into  the  business  was  received  for. 

And,  Mr. , an  adding  machine  is  considered  as  almost 

indispensable  by  progressive  merchants  in  these  days.  No 
matter  how  rapid  or  accurate  you  may  consider  yourself  at 
figures,  errors  are  bound  to  occur  that  will  never  be  cor- 
rected; the  McCaskey  provides  a positive  automatic  check  and 
will  point  out  an  error  to  you. 

You  will  recognize  too  that  you  are  getting  in  the  McCas- 
key cash  register  system,  a complete  business  system,  a cash 
register  and  an  adding  machine  at  a price  v/hich  is  as  reason- 
able as  that  of  any  single  one  of  those  equipments  formerly. 

(b)  Mr. , you  know  that  the  best  business  houses  over 

the  country  are  banks.  You  have  no  doubt  wondered  at  their 
success.  The  president  of  your  bank  will  tell  you  that  there 
is  a smaller  percentage  of  failures  among  banks  than  other 
institutions,  due  to  the  fact  that  they  always  have  detailed  in- 
formation and  know  the  full  facts  of  their  business  activities 
all  the  time.  Because  of  lack  of  information  we  are  faced  with 
a terrific  toll  of  business  failures  month  in  and  month  out — 
incompetency,  the  experts  call  it.  I am  sure  you  want  to  be  one 
of  the  more  progressive  few  who  make  their  businesses  suc- 
cessful. Let  us  start  you  onto  the  road  that  leads  you  some- 
where and  get  you  away  from  guessing. 

(c)  Eminent  physicians  tell  us  that  the  element  leading  to 
the  soundest  theory  of  better  health  is  ‘preventive  medicine’. 
While  your  business  now  appears  healthy  enough  to  satisfy 
you,  it  is  only  with  the  detailed  information  granted  by  the 
McCaskey  register  system  and  the  protection  gained  in  the 
use  of  an  adding  machine  that  you  can  surely  maintain  a 

542 


ANSWERS  TO  OBJECTIONS 


healthy  condition.  Full  knowledge  of  the  business  is  the  ‘pre- 
ventive medicine’  of  modern  business. 

I have  here  all  three  assets  in  one  unit  and  your  old  or 
present  cash  register  can  be  used  as  part  payment  for  this  mod- 
ern system.  The  difference  is  exceedingly  small  compared  to 
the  return  you  will  get  from  the  use  of  the  system.  This 
signed  order  will  bring  you  the  ‘preventive  medicine’  of  mod- 
ern business. 

(d)  Whether  or  not  you  care  about  knowing  the  condition 
of  the  business,  the  Federal  revenue  men  may  give  you  plenty 
of  reasons  for  wanting  that  information  at  income  tax  time. 

(e)  Just  why  are  you  using  a cash  register,  Mr.  ? I’ll 

tell  you — because  you  know  it  pays  its  way  in  profits,  because 
making  money  is  the  reason  you  are  in  business.  Now  you 
have  a good  register — as  far  as  it  goes.  The  McCaskey  cash 
register  system  has  gone  farther  to  make  it  possible  for  you 
to  make  more  money.  I am  going  to  show  you  how  lack  of 
the  proper  information  effects  the  money  making  power  of 
your  business  or  any  other,  and  I want  you  to  consider  the 
McCaskey  System  onl^r  in  respect  to  what  it  will  eventually 
earn  for  you. 

4 — I have  a cash  register  and  I do  not  need  department  or 
clerk  records, 

(a)  Mr. , the  answer  to  just  one  question  will  tell  you 

definitely  and  surely  whether  you  need  these  records  or  not. 
Do  you  believe  that  you  are  actually  netting  every  penny  out 
of  this  business  that  is  possible  with  the  volum.e  of  business 
you  are  doing?  Just  turn  that  question  and  its  answer  in  your 
mind  for  a moment.  Department  records  and  clerk  records  are 
important  only  as  they  effect  your  net  profits,  and  I am  going 
to  show  where  these  records  effect  profits  to  a very  consider- 
able extent. 

(b)  Mr. , how  do  you  know  at  the  end  of  the  year 

what  your  various  departments  or  divisions  of  merchandise 
have  done  in  the  way  of  bringing  you  profits  if  you  keep  no 
records?  How  can  you  plan  sales  in  each  department  if  you  do 
not  know  and  must  guess  on  your  previous  sales  in  these  sev- 
eral departments?  In  advocating  department  records,  we  are 
but  reflecting  what  the  most  successful  merchants  in  the  coun- 
try have  found  to  be  necessary.  I want  to  picture  to  you  the 
great  opportunity  you  have  of  making  this  business  justify 
your  time  and  investment. 

Your  clerk  records  are  as  vital;  only  by  knowing  the  full 
service  rendered  by  each  clerk  over  a period  of  time  are  you 
in  position  to  determine  the  individual  value  of  each  clerk  to 
you  in  this  business.  Just  reward  and  just  advancement  can 
only  be  decided  profitably  to  you  by  actual  figures.  Again, 
such  records  encourage  initiative  and  service  in  the  individual. 
They  have  more  to  work  for  when  they  know  their  records 
are  watched,  compared  and  used  to  their  advantage  as  well 
as  to  that  of  the  business. 

(c)  Every  business  is  a department  store  to  a certain  ex- 
tent. A merchant  should  know  just  what  each  department  is 
doing,  and  whether  or  not  there  is  sufficient  profit  to  be  made 
to  warrant  continuing  it. 

A clerk  should  earn  as  salary  a certain  per  cent  of  his  sales. 
This  percentage  varies  with  the  line  of  business,  etc.,  but  it  can 

543 


ANSWERS  TO  OBJECTIONS 


be  established  closely  enough  by  you  to  determine  the  proper 
salary  if  you  have  the  necessary  records.  How  can  you  do 
anything  but  guess  at  this  kind  of  thing  with  the  limited  infor- 
mation you  now  have? 

(d)  A six  cylinder  motor  car  is  not  working  satisfactorily 
nor  giving  the  results  it  is  capable  of  giving  unless  it  is  'hitting 
on  all  six’  cylinders.  The  same  is  true  of  your  business.  It 
is  not  paying  you  what  it  is  capable  of  paying  you  in  profits 
unless  each  department  and  each  clerk  is  earning  a fair  pro- 
portion. 

(e)  It  will  surprise  you  to  learn  just  how  active  each  de- 
partment is;  just  what  each  clerk  is  doing  in  the  way  of  sales. 
Of  course  you  do  not  need  to  follow  this  service  of  the  system; 
however,  try  it  one  week  in  each  month  for  a while  — you’ll 
find  it  works  to  your  interest. 

(f)  It  was  a difficult  job  to  convince  the  dairyman,  when 
the  cream  separator  was  discovered,  that  with  it  they  could 
separate  the  cream  from  the  milk,  and  so  have  different  grades 
of  milk  for  which  they  could  charge  accordingly.  Since  they 
have  all  installed  the  separator,  they  have  progressed  wonder- 
fully in  the  business. 

The  McCaskey  cash  register  system  does  the  same  thing 
for  your  business.  The  system  separates  each  department  and 
lets  you  know  exactly  where  the  cream  (profit)  is  coming 
from.  When  you  locate  a department  which  is  not  producing 
you  can  get  behind  it  and  give  special  effort  to  make  it  pay. 
If  it  cannot  be  made  to  pay,  it  can  be  eliminated  and  stopped 
from  draining  the  profits  of  departments  which  are  paying. 

(g)  I feel  sure  that  the  reason  you  have  not  been  interested 
in  such  valuable  information  is  because  it  has  been  so  costly 
to  obtain  it  heretofore;  either  excessively  expensive  equip- 
ment was  required,  or  a far  too  heavy  time  expenditure.  The 
McCaskey  cash  register  system  has  changed  that  condition. 
You  can  consider  the  step  now  without  these  worries. 

5 —  I do  not  need  a machine  with  such  a large  capacity. 

(a)  I understand  you  as  far  as  you  go,  but  permit  me  to 
explain  the  capacity  value  in  this  way:  I have  a number  of 
friends  who  have  motor  cars  capable  of  making  from  70  to  80 
miles  an  hour,  even  more.  Yet  they  are  seldom  known  to 
drive  more  than  from  40  to  50  miles  an  hour.  In  case  of  an 
emergency,  however,  they  know  they  can  depend  upon  a greater 
maximum  of  speed.  The  same  applies  to  you  in  your  business. 
Now  and  then  you  will  have  need  of  the  greater  capacity  of  the 
McCaskey  and  you  will  be  glad  if  you  have  this  advantage  in 
ringing  up  sales  or  listing  items  of  size. 

6 —  Just  bought  another  cash  register;  will  have  to  make  it  do. 

(a)  If  the  other  cash  register  will  give  you  the  information 
a McCaskey  will  give  you,  you  do  not  have  need  of  anything 
further  in  that  line.  If  it  will  not  serve  you  in  the  same  way, 
the  fact  that  it  is  ten  days  old  or  ten  years  old  does  not  alter 
the  fact  that  you  need  more  detailed  information  readily  avail- 
able, that  each  day  you  continue  to  do  business  without  the 
control  permitted  by  such  information,  the  losses  it  would  save 
3^ou  are  added  continually  to  the  cost  when  you  eventually 
make  the  change.  You  had  better  admit  the  loss  of  $100  or  so 
this  year  than  let  your  losses  grow  to  be  $1000  and  more  over 
a longer  period. 


544 


ANSWERS  TO  OBJECTIONS 


(b)  If  you  were  sick  and  went  to  a doctor  and  got  some 
medicine  that  did  not  cure  you,  would  you  say  that  you  would 
have  to  make  it  do,  and  lay  down  to  die?  You  would  not,  you 
would  admit  the  mistake,  accept  your  loss  and  hunt  a better 
doctor  or  more  beneficial  medicine.  The  McCaskey  is  a proven 
system  for  curing  business  ills. 

(c)  It  is  too  bad  that  I did  not  have  the  pleasure  of  show- 
ing you  the  McCaskey  system  first;  but  at  the  same  time,  if 
this  system  fits  your  business  needs,  and  you  agree  that  it 
does,  better  than  the  one  you  have  just  bought,  wouldn^t  you  be 
wise  in  immediately  putting  this  system  in  your  business?  If 
you  bought  a pair  of  shoes  that  did  not  fit  you,  you  wouldn’t 
go  on  punishing  yourself  by  wearing  them.  When  they  got  to 
pinching  you  would  discard  them  and  buy  more  carefully  a 
shoe  that  would  fit.  You  are  punishing  your  business  with  a 
misfit  cash  register,  pinching  the  life  out  of  the  profits  of 
the  business.  Better  not  to  stay  in  business  than  to  refuse  to 
correct  a recognized,  money-losing  system  of  handling  your 
business  records. 

7 — My  cashier  takes  care  of  my  cash  drawer  and  cash  records, 

(a)  Mr.  , the  McCaskey  cash  register  system  is  a 

cashier  in  itself,  and  one  that  is  not  subject  to  absences,  dinner 
hours  and  vacations.  It  can  register  your  sales  by  clerks  and 
departments,  add  and  keep  every  record  any  time  a transaction 
is  made.  Every  clerk  can  operate  it,  and  there  is  a check 
against  the  sale.  Errors  are  eliminated  and  cash  losses  stopped. 

(b)  A cash  register  system  will  make  your  cashier  more 
efficient  and  make  the  keeping  of  records  a whole  lot  easier. 
The  McCaskey  is  specially  adapted  to  your  needs.  The  cash- 
ier, by  simply  pressing  the  necessary  keys,  will  quickly  record 
full  information  on  each  transaction  handled  and  do  it  much 
more  accurately  than  does  your  present  method.  When  the 
fcashier  isn’t  here,  any  person  taking  the  position  will  be  able 
to  handle  the  work  with  real  speed  and  accuracy. 

(c)  My  bank  takes  care  of  my  finances,  but  I check  them. 
This  system  will  enable  you  to  know  as  much  about  your  busi- 
ness as  your  cashier  does.  As  it  is,  she  knows  more  and  con- 
trols the  most  important  end  of  it.  Were  she  to  take  sick  or 
to  decide  on  a change  in  position  you  would  find  it  rather  dif- 
ficult to  handle  the  work.  The  McCaskey  will  handle  it  auto- 
matically— give  you  as  many  as  eight  department  records,  as 
many  as  nine  clerk  records,  make  entry  of  every  paid  out,  re- 
ceived on  account,  charge  or  cash  sale  item.  When  you 
tear  off  the  detail  strip  at  the  end  of  the  day  you  have 
a complete,  indelible  record  of  every  transaction  in  the  day’s 
business. 

(d)  When  your  cashier  is  away  some  clerk  handles  the 
cash  transactions.  Not  being  used  to  doing  it  regularly  he  is 
sure  to  make  errors  from  time  to  time.  He  feels  dependent  on 
the  cashier  and  when  she  is  gone  he  is  apt  to  be  careless.  The 
saving  from  this  loss  alone  would  pay  the  amount  of  the  in- 
vestment. Your  cashier  costs  from  $600  to  $1000  a year.  Yet 
she  is  not  here  at  all  times  and  the  losses  form  an  item  which 
cuts  down  the  profits. 

(e)  Cashier  expense  is  overhead  expense,  the  bug-a-boo  of 
every  merchant.  Let  me  show  you  a way  to  eliminate  some 
overhead,  and  at  the  same  time  increase  your  opportunities  of 
building  a better,  more  profitable  business.  Let  your  cashier 

545 


ANSWERS  TO  OBJECTIONS 


go  to  waiting  on  customers,  arranging  stock  attractively,  or 
otherwise  working  to  increase  sales.  Such  a step  would  save 
the  money  you  throw  away  on  the  long  idle  periods  between 
sales  in  slow  times.  Unless  you  keep  every  employe  busy,  you 
are  letting  unnecessary  expense  eat  into  your  profits. 

(f)  Your  customers  are  now  kept  waiting  while  the  clerks 
write  out  the  items  of  purchases  made ; they  are  then  forced 
to  trot  to  the  cashier’s  cage.  If  she  is  busy  with  others,  there 
is  another  wait;  if  she  is  telephoning,  they  must  wait.  Many 
experiences  like  that  will  cause  many  good  customers  to  go  to 
stores  in  which  they  will  be  more  promptly  taken  care  of. 

(g)  It  would  be  very  simple  for  a customer  making  several 
purchases  to  present  but  one  of  the  slips  to  the  cashier  and  get 
away  without  paying  for  all  articles  obtained.  With  the  McCas- 
key  the  clerk  who  did  the  selling  registers  the  amount  sold  and 
handles  the  completion  of  the  sale  at  the  moment  and  before 
there  can  be  any  chance  of  error  or  loss. 

(h)  Cashiers  are  only  human  and  can  make  mistakes.  To 
know  the  cashier’s  statement  of  money  received  is  correct,  you 
should  have  an  absolute  check  on  it.  A cashier  with  slips  or 
tickets  can  force  a balance,  but  cannot  cover  up  errors  made 
on  a non-changeable,  mechanical  equipment  of  this  kind.  With 
the  McCaskey  you  lock  the  total  key,  the  detail  strip  housing 
and  the  shutter  over  the  total  indicators  and  your  clerks  be- 
come cashiers,  every  one.  You  are  free  to  leave  your  place 
of  business  and  know  that  sales  are  recorded  in  the  same  man- 
ner as  if  you  were  present. 

8 — It  is  a good  thing  but  we  have  no  time  to  take  working  it 

every  time  a sale  is  made, 

(a)  Your  own  store  can  answer  that  for  you,  Mr.  ; 

let’s  watch  that  clerk  over  there  next  time  a sale  is  made. 
(Six  minutes  might  be  taken)  It  took  six  minutes  to  complete 
that  sale.  The  clerk  had  to  cross  the  store  to  get  the  one  item 
and  weigh  out  another,  etc.  What  an  immense  aid  it  would  be 
to  you  in  saving  in  this  store  if  the  clerk  took  another  few  sec- 
onds and  registered  the  sale,  registered  his  letter  and  the 
department  symbol  and  kept  all  the  day’s  records  ready  to  total 
instantly  in  the  evening.  It  is  not  a question  of  time,  Mr. 

, it  is  a question  of  value  and  you  cannot  afford  to  be 

without  one. 

(b)  You  ought  never  to  be  too  busy  to  take  care  of  the 
most  important  end  of  your  business.  Always  take  time 
enough  to  complete  one  transaction  before  starting  another. 
Be  sure  you  have  gotten  your  money,  including  profit,  on  the 
first  sale  ; that  you  will  have  full  information  regarding  your 
business  at  the  end  of  the  day.  Otherwise  you  can  do  a lot 
of  business  and  wonder  why  you  are  not  making  money. 

(c)  No — it  is  not  a good  thing,  unless  you  work  it  after 
every  sale.  That’s  what  makes  it  good.  You  must  make  some 
record,  why  not  a correct,  informing,  unchangeable  record.  I 
do  not  know  of  a faster  way  of  doing  so. 

Any  transaction  giving  you  a profitable  return  is  worthy 
of  recording.  In  this  system  we  aid  you  to  complete  daily  re- 
cords which  are  essential  at  the  time  your  income  tax  return 
is  made  out. 

(d)  I have  met  and  known  in  a business  way  many  thous- 
ands of  merchants  and  I have  yet  to  see  one  who  made  such  a 

546 


ANSWERS  TO  OBJECTIONS 


claim  and  ever  succeeded  in  his  business  in  a big  way.  When- 
ever you  get  in  too  big  a hurry  to  do  business  correctly,  you 
are  only  kidding  yourself  out  of  your  own  funds.  You  had  bet- 
ter stop  and  think.  Either  get  in,  or  get  out  of  business,  for 
if  you  do  not  adopt  a more  systematic  method  the  time  which 
you  claim  you  have  not  now,  will  be  further  lost  from  the 
lack  of  systematic  methods.  You  absolutely  need  a cash  reg- 
ister system  more  than  any  merchant  I have  ever  come  in  con- 
tact with.  Your  objection  to  one,  if  held  too  seriously,  will 
bring  you  sure  failure.  Ect’s  straighten  this  thing  out  right 
now  and  put  in  the  best  cash  register  proposition  on  earth. 

OBJECTIONS  DIRECTED  SPECIFICALLY  AT 
THE  McCASKEY  SYSTEM 

9 — The  McCaskey  does  not  have  the  appearance  of  a cash  reg- 
ister, 

(a)  Perhaps  not,  Mr. , because  it  is  more  than  a cash 

register,  more  than  an  adding  machine.  It  is  a system,  a bureau 
of  information.  Unless  you  are  willing  to  spend  at  least  $1000.00 
or  more  you  cannot  obtain  from  any  other  the  information 
which  the  McCaskey  is  in  position  to  furnish  you.  Informa- 
tion about  your  business  is  what  you  want.  Every  transaction 
that  takes  place  in  your  store  will  be  recorded  on  that  detail 
strip.  When  you  have  used  the  system  you  will  recognize  that 
it  has  more  the  appearance  of  a system  than  any  cash  register 
you  have  ever  used. 

(b)  It’s  appearance  is  100%  like  the  McCaskey  cash  regis- 
ter system.  Our  national  advertising  is  rapidly  creating  a new 
standard  of  appearance  for  this  important  kind  of  store  equip- 
ment. When  you  install  it,  you  will  hear  your  customers  very 
quickly  commenting,  “So  this  is  the  AIcCaskey  cash  register”; 
“I  have  seen  it  at  Brown’s  store,  etc.” 

Mr.  — -,  you  are  up  against  the  problem  of  system. 

Your  need  is  for  more  complete  records  in  order  to  make  your 
investment  and  your  efforts  more  profitable. 

(c)  No,  and  the  cash  register  you  have  in  mind  did  not 
resemble  the  old  cash  drawer.  Today  you  are  being  shown  a 
cash  register  system,  and  you  buy  service  and  information  on 
your  business  when  you  buy  the  cash  register  system  now  in 
demand. 

'You  are  not  buying  ‘looks’;  but  what  the  machine  will  do 
for. you  in  your  business. 

(d)  Mr. , a cash  regis^ter  is  nothing  more  than  an 

adding  machine  and  so  the  McCaskey  Register  Company  con- 
ceived the  idea  of  placing  this  adding  machine  in  a usable  posi- 
tion. Consequently,  in  this  cash  register  system,  you  have  the 
convenience  of  a full  cash  register  and  a full,  standard  key- 
board adding  machine. 

(e)  It  is  results  you  are  buying.  The  beautification  of 
the  average  cash  register  does  not  pay  dividends  in  your  busi- 
ness even  though  it  does  add  considerably  to  the  amount  of  the 
investment  you  must  make  to  obtain  one. 

Fortunately,  the  appearance  of  the  McCaskey  cash  register 
system  is  different.  It  is  creating  a new  idea  of  cash  register 
system  value  and  appearance.  It  is  being  accepted  in  finer 
places  where  cash  registers  were  never  even  considered  before. 

IBs  appearance  is  becoming  even  to  the  jeweler  who  is 


547 


ANSWERS  TO  OBJECTIONS 


called  upon  to  ring  up  expensive  diamond  values ; to  the  motor 
car  dealer  whose  product  frequently  must  be  rung  up  in  four 
figures. 

It  has  the  appearance  of  a 1927  (or  later  date)  cash  register, 
the  cash  register  system  most  able  to  give  you  the  results  you 
require. 

(f)  The  one  lung  auto  never  looked  like  the  beautiful  bay 
pacer,  it  replaced  either;  nor  does  the  luxurious  closed  model 
of  a 19 — motor  car  even  resemble  the  earlier  models.  Each  has 
been  designed  to  give  greater  service  with  more  speed  and 
better  results  than  the  model  that  went  before. 

(g)  Neither  does  a Dictaphone  look  like  a human  being.  Yet 
it  can  talk  mechanically,  give  instructions  and  service  to  a busi- 
ness institution  in  an  invaluable  way.  It  is  not  the  looks  but 
the  service  that  counts. 

10 — The  McCaskey  does  not  have  indication  to  customers. 

(a)  Have  you  ever  made  a purchase  in  a United  Cigar 
Store?  Can  you  tell  me  where  the  cash  register  is  located? 

(99  out  of  100  are  unable  to  tell  definitely)  Mr.  , these 

stores  place  their  indicating  cash  registers  on  a level  with  the 
customers’  eyes,  directly  behind  the  cigar  lighter.  It  is  done 
to  make  sure  that  you  notice  the  amount  rung  up,  but  do  you? 
Be  honest  with  yourself;  you  have  been  a customer  as  often  as 
you  have  been  a seller  of  merchandise,  and  do  you  pay  any  at- 
tention to  the  indication  when  you  make  a purchase? 

(b)  Indication  on  the  cash  register  is  rapidly  becoming 
obsolete  because  the  amount  of  transaction  between  customer 
and  merchant  is  recognized  as  a personal  matter,  information 
on  which  is  not  to  be  broadcast.  Did  you  ever  stop  to  con- 
sider the  disadvantages  of  indication  to  your  customers?  I’ll 
illustrate: — 

Is  it  proper  to  indicate  to  others  generally  in  the  store  the 
amount  you  receive  on  account  from  a customer?  That  is  a 
personal  dealing  your  customer  might  prefei  not  advertised. 
If,  due  to  sickness,  his  account  has  become  large,  he  does  not 
wish  the  public  to  know  this,  because  they  will  not  understand 
his  explanation  and  agreement  with  you. 

Now  and  then  you  will  cut  the  price  on  an  article  because 
of  some  soiled  part,  or  damage,  etc.  If  customers  who  have 
bought  the  same  article  see  this  customer’s  charge  is  less  than 
theirs,  they  are  bound  to  wonder  about  it,  perhaps  begin  to 
distrust  you. 

If  one  customer,  knowing  that  another  runs  a large  bill, 
sees  only  a small  payment  is  made,  you  may  find  yourself 
forced  to  accept  the  explanations  of  others  and  find  your  col- 
lections cut  down  by  advertising  that  you  will  permit  such 
things. 

(c)  The  elimination  of  the  indication  feature  from  the 
McCaskey  cash  register  system  preserves  privacy;  yet  you 
can  get  the  information  at  a glance.  The  last  7 to  14  sales  are 
clearly  visible  according  to  the  spacing  arrangement  you 
prefer.  The  McCaskey  “Amount  of  Purchase”  ticket  grants 
the  service  if  there  are  reasons  why  you  would  like  to  give 
customers  information  on  the  amount  of  their  sales.  With  it 
you  grant  3^our  customer  100%  indication  because  he  is  sure 
to  see  it.  At  the  same  time  you  preserve  100%  privacy. 

(d)  Every  essential  and  necessary  feature  that  would  ac- 

548 


ANSWERS  TO  OBJECTIONS 


tually  benefit  a merchant  has  been  built  into  this  machine.  In- 
dication was  purposely  eliminated  because  it  was  determined 
by  investigation  to  be  useless  and  a trouble  maker. 

The  human  body  is  supplied  with  an  appendix,  yet  the  body 
functions  regularly  and  normally  without  it.  Specialists  cannot 
tell  you  why  it  is  there.  It  becomes  a trouble-maker  with  many 
people  and  must  be  removed.  It  is  useless  and  non-essential. 

Indication  holds  that  rating  with  cash  registers  today;  the 
McCaskey  operated  at  birth  and  prevented  the  troublesome 
feature. 

11 —  The  McCaskey  does  not  issue  a ticket  or  check  with  each 

registration  of  a sale. 

(a)  The  throwing  of  a check  from  a cash  register  means 
little,  if  anything.  Very  few  registers  so  equipped  are  contin- 
ued in  the  use  of  this  feature  by  the  merchants  owning  them. 
In  actual  store  experience  it  has  been  found  that  the  customers 
almost  immediately  throw  the  checks  away  and  ignore  them. 
The  sale  is  closed  as  far  as  the  customer  or  yourself  is  con- 
cerned and  the  check  serves  no  practical  purpose.  They  are, 
in  addition,  an  increased  expense  to  the  business. 

(b)  You  are  right;  the  McCaskey  does  not  issue  a check 
indiscriminently  with  every  transaction.  However,  the  McCas- 
key “Amount  of  Purchase^'  slips  have  served  the  same  purpose 
where  the  idea  has  been  practically  installed  and  to  a much 
more  effective  extent. 

This  pad  with  slips  partially  carbonized  on  the  back  lies 
handy  at  your  machine.  For  each  customer  to  whom  you  wish 
to  give  a check,  you  simply  enter  the  amount  of  the  purchase 
in  the  system,  insert  one  of  the  slips  bearing  your  store  name, 
etc.,  in  these  slip  holders  and  register  the  item  by  pulling  the 
handle.  The  slip  is  handed  your  customer  and  the  carbon  has 
completed  your  record  on  the  detail  strip.  Many  use  this  meth- 
od in  dealing  with  children  so  that  parents  may  know  that 
proper  purchases  have  been  made  and  proper  change  returned, 
etc. 

12 —  The  McCaskey  does  not  give  separate  accumulated  totals 

for  accounts,  department  sales,  clerk  sales,  etc. 

(a)  Nor  will  any  cash  register  device  within  a price  range 
even  two  or  three  times  greater  than  the  McCaskey  cash  regis- 
ter system.  It  is  the  work  of  but  a few  minutes,  however,  on 
the  McCaskey  standard  adding  machine,  a part  of  every  cash 
register  system,  to  obtain  all  separate  totals  desired.  Many 
users  tell  us  that  it  takes  but  fifteen  to  thirty  minutes  in  the 
afternoon  or  the  next  morning  to  get  full  information  for  en- 
try to  the  McCaskey  Business  Recorder,  and  that  means  separ- 
ate department  sales  totals,  separate  clerk  sales  totals,  separate 
totals  for  all  important  financial  accounts,  etc.  In  doing  this 
you  effect  a big  saving  in  investment  and  find  the  situation 
handled  conveniently  and  profitably  to  you. 

13 —  The  McCaskey  does  not  give  me  the  advantage  of  multiple 

drawers;  I will  require  two  or  more. 

(a)  Through  the  advantage  of  the  individual  clerk  records 
jpermitted  by  the  McCaskey  cash  register  system  you  receive 
the  same  information  as  is  granted  by  the  multiple  drawer 
idea,  and  at  a great  saving  in  the  investment. 

If  it  is  your  wish  to  stop  dishonest  practices  in  this  way, 

549 


ANSWERS  TO  OBJECTIONS 


the  average  dishonest  clerk  is  shrewd  enough  to  beat  any  cash 
register.  (See  answers  to  No.  14). 

Should  you  absolutely  insist  on  two  or  three  drawers,  two 
or  three  individual  McCaskey  cash  register  units  will  solve 
this  problem  for  you  and  at  a cost  less  than  you  will  be  re- 
quired to  pay  for  the  average  multiple  drawer  machine. 

14 — It  isn't  absolute  protection  against  dishonesty. 

(a)  Mr.  , if  you  have  in  your  employ  men  who  want 

to  Steal  from  you  they  will  find  a way  under  any  system.  It 
is,  however,  a means  of  preventing  attempted  thefts,  or  ‘bor- 
rowings’ from  the  cash  drawer  on  the  part  of  a tempted  clerk. 
Your  sales  registered  are  totaled  in  the  machine  and  the  cash 
drawer  is  balanced  from  the  total  in  the  machine  at  the  end  of 
the  day.  Here  is  the  way  we  do  that: 

Money  paid  out  from  the  cash  drawer  during  the  day  -is 
recorded  in  red  on  the  detail  strip  and  marked  further  by  the 
symbol  “Po.”  The  total  of  these  paid  out  amounts  is  subtract- 
ed from  the  total  in  the  dials,  plus  the  amount  of  change  placed 
in  the  drawer  at  the  opening  of  the  day.  This  gives  the  amount 
of  cash  that  should  be  in  the  drawer  at  the  end  of  the  day. 

In  addition  the  detail  strip  gives  the  record  of  all  recorded 
transactions  by  clerks.  Should  any  clerk  be  inclined  to  with- 
hold cash,  the  detail  strip  will  reveal  the  rarity  of  sales  re- 
cords and  provide  direction  to  your  investigation. 

(b)  No  system  is  absolute  protection.  However,  they 
approach  it  to  the. extent  that  the  tempted  person  can  feel  that 
there  is  too  much  chance  of  being  caught  to  take  the  money 
when  he  wants  it.  When  you  make  a dishonest  act  difficult  to 
cover,  then  you  go  a long  way  toward  preventing  dishonesty.  In 
this  regard,  the  total  key  of  the  McCaskey  is  locked  so  that  no 
totals  can  be  taken  during  the  day  when  the  machine  is  being 
used  as  a cash  register,  except  at  the  will  of  the  owner.  At  the 
same  time  the  dial  shutter,  showing  the  total  of  business  in  the 
system  for  the  day,  is  locked  so  that  the  owner  can  keep  his 
information  private  at  his  wish.  The  clerk,  then,  can  only  r‘eg- 
ister  amounts  of  sales.  He  cannot  change  the  total  except  by 
additional  registrations.  If  the  cash  drawer  does  not  check 
with  the  dial  and  detail  strip  figures  at  the  end  of  the  day,  you 
know  that  tampering  has  been  done.  You  protect  both  yourself 
and  your  clerk  by  installing  the  McCaskey  System. 

(c)  Why  man ! Do  you  think  you  could  buy  it  for  what  we 
are  offering  it,  if  it  did  that?  It  would  be  worth  100  times  its 
present  value.  There  is  no  cash  register  on  earth  that  will  give 
that  kind  of  protection  and  beware  of  the  man  who  makes  such 
claims  for  his  product. 

However,  the  McCaskey  affords  more  protection  than  any 
other  cash  register  on  the  market  today  at  anywhere  near 
the  same  price.  It  provides  an  ounce  of  prevention  and  that  is 
worth  more  than  a pound  of  cure.  If  you  will  operate  this  sys- 
tem correctly,  a dishonest  clerk  will  not  run  you  into  bank- 
ruptcy before  you  have  him  behind  the  bars  with  evidence 
enough  to  send  him  to  the  penitentiary.  If  you  are  looking 
for  the  most  value  per  dollar,  we  have  it  in  the  McCaskey  cash 
register  system  at  the  price  we  ask. 

(d)  No!  Nor  does  any  other  cash  register.  If  you  have  a 
dishonest  clerk,  he  will  not  be  apt  to  use  the  cash  register  in 

550 


ANSWERS  TO  OBJECTIONS 


his  dishonest  acts.  It  is  about  the  last  place  he  will  go.  A 
cash  record  is  for  providing  a record  of  your  business,  not  for 
use  as  a detective  agency.  On  the  other  hand,  the  McCaskey 
is  designed  to  protect  you  from  dishonesty  just  as  far  as  it  is 
possible  for  any  system  to  do  so,  and  further  to  protect  you 
against  business  leaks  which  are  continually  stealing  your 
profits. 

(e)  Put  this  cash  register  system  in  your  store  and  your 
dishonest  clerk  will  either  use  it  or  you  will  see  that  his  ser- 
vice soon  terminates.  If  he  misuses  this  system,  it  will  be  far 
easier  for  you  to  catch  him  than  it  would  be  if  you  did  not 
have  the  system. 

(f)  Did  you  notice  that  the  last  7 to  14  transactions  are 
visible  on  this  detail  strip,  according  to  the  spacing  arrange- 
ment you  prefer.  This  is  a feature  even  the  highest  price 
machines  have  accepted  since  the  McCaskey  introduced  it.  It 
is  an  easy  matter  for  you  to  check  the  amount  registered  by 
a clerk  even  after  four  or  five  other  sales  have  been  rung  up 
before  you  could  get  to  the  register  to  glance  over  the  items. 
You  can  keep  track  of  the  activities  of  any  you  suspect  in  this 
way.  • However,  the  only  way  to  be  sure  you  are  not  subject 
to  losses  from  dishonesty  is  to  get  rid  of  those  in  whom  you 
cannot  place  trust. 

15 — The  McCaskey  is  confusing  in  that  it  has  so  many  char- 
acters crowded  onto  the  keyboard, 

(a)  Because  of  the  remarkable  simplicity  of  this  standard 
keyboard  construction,  such  an  objection  is  not  made  by  those 
who  have  used  the  system  even  a very  short  time.  However, 
I recognize  at  once  the  reason  you  feel  as  you  do  and  can 
satisfy  you  on  that  question  quickly  enough.  Det  us  take  this 
sheet  of  paper  and  cover  all  of  the  keys  on  the  keyboard  ex- 
cept those  in  the  four  columns  on  the  right.  Here  you  have 
the  capacity  and  appearance  of  the  average  cash  register,  and 
a group  of  keys  quickly  learned  for  use  in  registering  small 
sales  amounts.  Remove  the  paper  and  the  added  capacity  of 
the  machine  is  quickly  realized  and  understood.  You  see  thor- 
oughly now,  do  you  not,  that  you  have  exceptional  capacity  for 
registering  large  items  and  adding  to  a really  practical  maxi- 
mum amount  for  even  a business  such  as  yours.  This  capacity 
is  of  great  importance  to  you  in  making  monthly  statements  as 
to  the  condition  of  your  business,  figuring  income  tax  returns, 
taking  inventory,  and  in  many  other  uses  you  will  make  of  the 
system. 

The  Charge,  Rec’d  on  Acc’t.  and  Paid  Out  Keys  are  not  new 
to  you,  for  they  cover  those  types  of  transactions  occurring  in 
your  daily  business.  The  Total  Key  explains  itself  also,  and 
the  Repeat  Key  becomes  an  important  factor  in  longer  calcu- 
lations to  which  a standard  adding  machine  such  as  this 
McCaskey  is  fully  adapted. 

The  two  rows  of  keys  on  the  left  here  are  the  ones  which 
give  you  the  fecords  of  transactions  by  departments,  indicat- 
ing on  the  detail  strip  the  three-letter  abbreviation  of  each  de- 
partment, and  the  record  of  sales  by  clerks,  using  individual 
letters  for  each  clerk  handling  sales. 

(b)  In  a store  not  long  ago  a man  and  his  wife  made  the 
same  objection.  While  they  were  waiting  on  customers,  in  a 
few  moments  of  time,  their  twelve  year  old  boy  was  taught  to 
record  sales  transactions  accurately  enough  to  demonstrate  to 
his  parents  when  they  were  again  free  to  give  attention.  They 

551 


ANSWERS  TO  OBJECTIONS 


decided  at  once  that  what  the  boy  could  learn  to  understand 
so  quickly,  they  would  not  be  troubled  with.  They  bought  and 
are  today  delighted  with  the  purchase. 

16 —  My  friend — does  not  use  the  McCaskey, 

(a)  That  may  be  true  for  opinions  do  differ,  but  Mr. 

and  Mrs. have  used  the  McCaskey  cash  register  systems 

for  a number  of  years.  They  are  perfectly  satisfied  with  the 
results.  I would  suggest  you  get  in  touch  with  them  and  ask 
what  they  think  of  the  McCaskey. 

(b)  Mr.  , I thought  that  you  were  running  this  store. 

I notice  a number  of  methods  in  use  here  which  your  friend 

does  not  use.  Indeed,  sir,  you  are  blessed  with  sufficient 

intelligence  to  use  your  own  judgment  and  when  you  use  it 
to  buy  the  McCaskey,  you  will  admit  that  you  have  bought  the 
best.  When  your  friend  sees  it  in  operation  he  will  be  the  one 
who  will  want  to  copy  after  you. 

(c)  I have  a friend  who  does  not  paint  his  house  and  it  is 
fast  deteriorating  in  value.  I cannot  afford  to  let  my  house  go 
as  he  has  done.  Do  you  know  whether  or  not  the  condition  of 
your  friend's  business  is  as  you  would  want  your  business  to 
be  ? 

CASH  REGISTER  SYSTEM  OBJECTIONS  MET 
AT  THE  CLOSE 

17 —  The  price  is  too  high;  cannot  afford  it. 

(See  pages  525  to  528  under  Credit  Register  Objections  Met 
At  the  Close) 

(a)  The  price  is  the  one  thing  which  you  can  afford,  Mr. 

, when  you  realize  that  it  saves  more  than  its  own  price 

in  the  service  which  it  gives.  If  you  would  but  look  over  the 
market  you  would  find  that  the  combination  of  a cash  regis- 
ter, a listing  machine  and  an  adding  unit  in  one  could  not  be 
purchased  for  anywhere  near  the  same  price  elsewhere,  you 
would  understand  that  you  could  afford  to  go  still  higher.  You 
are  paying  the  price  all  the  time  that  you  are  leaving  yourself 
open  to  errors ; all  the  time  that  you  are  going  without  the 
information  the  McCaskey  system  will  give;  all  that  time  you 
are  spending  in  adding  your  totals  in  your  head  and  with  a pen- 
cil and  paper. 

(b)  On  first  thought,  Mr.  , it  may  appear  to  you  as  a 

large  amount,  let  us  figure  the  actual  cost  to  you  for  a year 
to  obtain  a systematic  record  for  your  store  control.  You  in- 
vest $280.00  at  6%.  That  is  $16.80  or  $1.40  a month  for  a daily 
detail  strip  that  tells  the  whole  story  of  your  business,  a Daily 
Record  Sheet  and  the  McCaskey  Business  Recorder  that  picture 
your  business  from  day  to  day  and  month  to  month  in  a per- 
manent record.  By  the  McCaskey  you  maintain  an  accurate 
check  of  everything  that  goes  out  of  the  store  and  an  accurate 
check  of  the  income  created.  Do  you  realize  that  the  infor- 
mation is  worth  ten  times  the  cost  of  system  in  making  it  pos- 
sible for  you  to  know  your  business  rather  than  guess  at  it? 

(c)  Would  you  be  willing  to  pay  a wage  of  $5.00  a week 
for  keeping  your  records  of  sales,  clerks,  departments  and 
totals  handled  with  mechanical  accuracy?  You  pay  a book- 
keeper much  more  than  that  for  making  mistakes  for  you.  Yet 
a McCaskey  Cash  Register  System  would  not  cost  you  that 
much  the  first  year  and  nothing  thereafter.  When  you  view 
the  situation  in  this  light  which  is  the  viewpoint  of  additional 

552 


ANSWERS  TO  OBJECTIONS 


profit  and  less  expense  and  loss  to  your  business,  it  looks  dif- 
ferent doesn’t  it,  Mr.  ? 

(d)  Competition  is  now  so  keen  in  every  line  that  the  man 
who  knows  more  about  the  inside  of  his  business  than  his 
competitor  knows  about  his  own  is  in  position  to  make  more 
money  than  his  competitor.  This  is  true  because  making  more 
money  out  of  a business  does  not  always  mean  to  do  so  by  in- 
creased sales.  One  of  the  easiest  and  most  practical  ways  is 
to  reduce  the  operating  expense  and  make  every  line  stand  on 
its  own  feet. 

The  accounting  end  of  the  McCaskey  System  makes  it  pos- 
sible for  you  to  know  what  your  business  makes  each  month, 
what  lines  of  merchandise  made  that  profit  and,  what  is  equally 
important,  what  lines  did  not  make  a profit. 

(e)  You  will  be  interested  to  know  that  thousands  of  mer- 
chants have  believed  as  you  do  before  making  a McCaskey  in- 
stallation; today  they  appreciate  its  real  advantages  and  the 
same  thing  that  has  been  proven  to  them  can  be  proven  to  you. 

18 —  It's  3L  fine  thing;  may  buy  next  time  you  come  this  way, 

(See  pages  529  to  532  under  Credit  Register  Objections  Met 
At  The  Close). 

(a)  If  you  think  enough  of  it  to  buy  next  time,  why  not 
now?  If  you  did  not  see  your  need  for  it,  you  would  not  say 
that;  and  if  you  do  need  it  you  need  it  just  as  quickly  as  I can 
get  it  here.  Every  minute  you  wait  on  me  to  come  another 
time,  you  are  losing  benefits  the  system  is  able  to  bring  you. 
Incidentally,  you  are  continually  paying  for  it  by  loose  meth- 
ods, errors  that  get  away  from  you  and  the  lack  of  information 
it  would  be  giving  you. 

(b)  The  liberal  terms  offered  you  make  it  possible  for  you 
to  buy  now  and  start  using  it  at  once.  The  machine  frequently 
saves  the  amount  to  be  paid  each  month  and  more  before  the 
installments  fall  due.  We  have  users  who  say  they  would  not 
be  without  the  system  and  the  information  it  gives  them,  if 
they  had  to  buy  the  entire  system  complete  each  year. 

19 —  ril  think  it  over, 

(See  pages  529  to  532  under  Credit  Register  Objections  Met 
At  the  Close). 

(a)  Do  you  think  I want  you  to  buy  without  thinking?  That 
is  why  I am  here  now,  to  help  you  think  this  thing  through  in 
your  own  mind  so  that  you  can  choose  wisely.  You  can  see 
what  the  system  will  do,  can  you  not?  Do  you  like  that  kind 
of  information  and  assistance?  What  more  is  there  to  think 
over  ? 

(b)  You  will  never  know  any  more  about  our  system  until 
you  get  to  using  it.  Prompt  judgment  is  the  thing  now;  if 
looks  right  to  you,  decide  to  take  advantage  of  it;  in  thinking 
it  over  alone  you  will  be  sure  to  overlook  many  of  the  good 
points  which  I can  aid  you  to  keep  in  mind.  If  it  were  mot  a 
serious  problem  with  you,  you  might  delay  without  harm,  but 
you  are  paying  for  it  without  benefit  in  your  present  method 
and  you  cannot  afford  to  continue  to  do  that. 

(c)  Think  what  it  would  mean  if  you  had  complete  records 
in  your  business,  records  with  which  you  could  think  out  bet- 
ter merchandising  plans.  Your  business  requires  the  deepest 
kind  of  thinking — the  McCaskey  cash  register  system  helps  to 

553  ■ 


ANSWERS  TO  OBJECTIONS 


Steer  your  thinking  along  definite  lines,  on  the  real  facts  that 
are  present  in  your  business  and  which  you  do  not  know  about 
sufficiently  today.  Have  facts  that  will  cause  you  to  think 
of  the  profit  to  be  gained  by  enlarging  the  departments  con- 
sistly  making  you  money,  and  cutting  down  those  which  are 
more  a drag  on  the  business. 

20 —  I will  buy  when  business  is  better, 

(See  pages  526  to  532  under  Credit  Register  Objections  Met 
At  The  Close). 

(a)  Mr.  , anybody  can  make  money  when  business  is 

generally  good.  The  real  test  of  a business  man  comes  when 
business  is  dull.  The  chances  are  that  right  now  some  part  of 
your  business  is  better  off  than  other  parts;  this  system  will 
tell  you  just  what  part  is  better  and  permit  you  to  take  greater 
advantage  of  it.  It  will  tell  you  the  good,  the  better  and  the 
best  paying  divisions  of  the  business,  and  also  the  poor,  poorer 
and  poorest  paying  divisions.  Buy  the  system  now  and  you 
will  begin  at  once  to  eliminate  the  poor  divisions  and  have  the 
proper  records  to  maintain  an  improved  business  throughout. 
You  will  make  business  better  for  yourself. 

(b)  Aggressive  methods  on  your  own  part  will  be  respon- 
sible for  getting  business  into  a better  shape.  The  proprietor 
of  a business  is  most  apt  to  be  spurred  to  new  action  when 
he  is  provided  with  new  working  tools  which  help  him  to  know 
the  most  profitable  steps  to  take.  New  ambition,  new  enthus- 
iasm and  new  confidence  grow  with  your  ability  to  watch 
your  business  take  strides  ahead  from  day  to  day  and  month 
to  month  with  the  complete  pictures  of  the  business  offered 
you  continually  by  the  McCaskey  cash  register  system. 

21 —  I want  to  use  the  machine  for  30  days  on  trial, 

(See  pages  534  and  535  under  McCaskey  Credit  Register 
Objections  Met  At  The  Close). 

(a)  Yes,  Mr. , I understand  your  desire,  but  our  ex- 

perience has  been  that  trial  shipments  are  cause  for  heavy  ad- 
ditional expenses  in  selling.  None  but  those  who  buy  would 
pay  for  that  extra  expense,  pay  for  it  in  the  raised  price  nec- 
essary to  cover  the  added  cost  of  distribution. 

22 —  I would  have  to  pay  the  freight  in  addition  to  the  price 

you  name, 

(a)  There  is  a very  good  reason  why  you  should  be  willing 
to  pay  the  reasonable  amount  which  the  freight  is  shown  to  be 
— we  ship  direct  from  our  factory,  having  no  expensive  display 
rooms,  no  expensive  warehouses,  and  therefore  are  in  position 
to  save  you  a larger  sum  than  the  freight  begins  to  be  in  the 
initial  cost  of  the  machine. 


554 


McCASKEY  SELLING  POINTS 


Chapter  IX 


McCaskey  System  Selling  Points 


McCASKEY  SERVICE 

It  is  universally  recognized  that  mankind,  as  a class,  is 
hopelessly  lazy.  Business  men  realize  this  fact  when  they 
choose  sites  for  their  stores  where  they  will  be  the  most  ac- 
cessible. They  arrange  their  goods  so  that  they  will  be  most 
easily  seen  and  secured  by  the  customer — they  make  it  EASY 
for  him  to  buy. 

But,  after  all  this  pains-taking  effort  to  make  it  easy  for 
him  to  buy,  they  are  inclined  to  make  it  inconvenient  for  him 
to  pay.  They  make  him  wait  until  it  is  convenient  for  them 
to  let  him  know  what  he  owes  and  to  receive  his  money  on  ac- 
count ; they  make  him  wait  for  his  belated  statement  or  until 
they  have  time  to  balance  his  account.  Usually  someone  else 
gets  his  money  in  the  meantime,  someone  who  makes  it  EASY 
for  him  to  pay. 

McCaskey  service  makes  it  easy  for  him  to  pay: 

Because  he  knows  what  he  owes  at  all  times  and  can  pay 
when  he  has  the  money  and  the  inclination  to  pay.  He  has  the 
information  at  hand  to  write  out  and  mail  in  a check  or  drop 
in  and  hand  it  to  the  merchant. 

Because  he  knows  at  all  times  what  he  owes  so  that  he 
can  provide  to  meet  it. 

A McCaskey  System  makes  it  easy  for  a merchant  to  re- 
ceive his  money  on  account;  the  accounts  are  always  posted 
to  the  minute  and  balanced  ready  for  instant  settlement. 


McCASKEY  SYSTEM  HELPS  ALL  CONCERNED 

The  merchant,  the  customer,  the  clerk  and  the  bookkeeper 
are  all  helped  by  the  installation  of  a McCaskey  System. 

How  does  it  help  the  merchant? 

It  reduces  the  investment  necessary  to  handle  his  business 
and  expenses  necessary  to  running  it;  enables  the  customer  to 
see  at  all  times  what  he  owes  so  that  he  can  provide  to  meet 
it  without  a monthly  statement  and  accompanying  cost;  makes 
it  easy  for  the  customer  to  make  payment  because  the  ac- 
counts are  posted  and  balanced  to  date  at  all  times.  It  en- 
ables him  to  keep  the  necessary  control  over  his  credit  ac- 
counts, both  with  regard  to  credit  limit  and  promises  to  pay. 

It  creates  customer  confidence  in  the  retailer  and  his 
methods. 

How  does  it  help  the  customer? 

601 


McCASKEY  SELLING  POINTS 


It  enables  him  to  see  at  the  time  each  transaction  takes 
place,  and  the  details  are  fresh  in  his  mind,  that  the  account  is 
absolutely  correct  after  a charge  has  been  added  or  a credit 
deducted.  It  enables  him  to  know  the  amount  of  his  account 
at  all  times  so  that  he  can  provide  to  meet  it  and  live  within 
his  income.  He  can  pay  up  in  full  any  time. 

How  does  it  help  the  clerk? 

It  makes  it  unnecessary  for  him  to  burden  his  memory 
with  credit  information  as  the  system  handles  that  automatic- 
ally, and  he  can  direct  attention  toward  effecting  sales. 

How  does  it  help  the  bookkeeper? 

It  enables  him  to  have  every  account  posted  and  balanced 
to  the  minute,  thus  removing  the  possibility  of  overlooking  un- 
posted items  in  settling  accounts.  It  eliminates  the  unproduc- 
tive work  of  posting  and  making  statements  so  that  the  book- 
keeper can  utilize  the  time  thus  saved  in  doing  productive 
work. 


McCASKEY  ACCOUNTING  EFFICIENCY 

You  would  not  try  to  sell  a man  liver  pills  unless  you  first 
convinced  him  that  certain  symptoms  indicated  that  he  had  a 
torpid  liver.  It  would  be  a hopeless  task  to  try  to  sell  a man 
liver  pills  by  any  other  procedure. 

It  is  equally  poor  procedure  to  try  to  sell  a man  something 
to  eliminate  losses  and  leakages,  and  increase  his  service  to 
customers  until  we  first  get  him  to  admit  that : 

(1)  The  need  exists; 

(2)  That  the  results  a McCaskey  System  gives 

would  fulfill  the  need; 

(3)  That  the  McCaskey  System  would  supply 

■ the  result  that  would  fulfill  the  need  most 

1 satisfactorily. 

To  establish  ‘the  need’  get  the  prospect  to  admit  that 
certain  Actual  and  Possible  Losses  exist  in  his  business.  You 
can  determine  from  his  methods  of  accounting  which  ones 
these  are  and  get  him  to  admit  that  these  Actual  Losses  exist 
and  that  others  are  Possible  Losses. 

To  get  the  prospect  interested  in  the  result,  show  him  the 
system  will  fulfill  the  need — even  do  more. 

After  the  prospect  is  interested  in  the  result,  then  demon- 
strate to  him.  After  you  have  sold  him  on  the  idea,  determine 
which  product  he  would  be  interested  in  and  confine  your 
arguments  to  its  application  to  his  business,  in  construction 
and  operation  and  service. 

Actual  Losses 

Actual  losses  are  those  losses  that  he  will  admit  occur 
with  his  present  system;  they  will  consist  of  some  of  the  fol- 
lowing: 

Posting. 

Forgotten  charges  and  forgotten  credits. 

Disputed  accounts. 

Making  itemized  statements. 

Postage  on  statements. 

Customers  overbuying  intentionally. 

Overlooking  unposted  items  in  settling  with 

customers. 


602 


McCASKEY  SELLING  POINTS 


Customers  overbuying  unintentionally,  but,  due 
to  his  present  system,  unknowingly. 

Inability  to  check  up  promises  to  pay  at  the 
proper  time. 

Loss  by  reason  of  the  fact  that  accounts  are  not 
posted  and  balanced  and  ready  for  settlement,  when 
customer  wants  to  pay. 

Loss  by  reason  of  the  fact  that  the  customer  does 
not  know  what  he  owes,  and  neglects  to  act;  or  does 
not  find  it  convenient  to  do  so  until  he  has  spent  the 
money. 

Inability  to  keep  in  close  touch  wdth  accounts, 
as  they  are  not  posted  and  are  inaccessible;  would 
take  too  much  time  to  attempt  to  do  it. 

Customers  who  do  not  dispute  their  accounts, 
but  pay  them,  and  feeling  that  an  error  has  been 
made,  intentional  or  otherwise,  go  and  trade  else- 
where. 

By  customers  looking  over  itemized  accounts 
and  finding  that  they  could  have  bought  some  items 
cheaper  since  from  a mail  order  house,  or  elsewhere, 
and  decided  to  trade  elsewhere. 

Possible  Losses 

Possible  losses  include  any  of  the  above  list  which  he  will 
not  admit  and  the  following: 

The  loss  of  his  accounts  by  fire,  and  thus  the 
loss  of  the  necessary  records  to  be  used  in  collect- 
ing the  accounts. 

The  loss  of  insurance  where  he  does  not  keep  a 
record  of  his  cash  and  credit  sales,  and  loses  his  ac- 
counts by  fire;  he  should  have  the  accounts  them- 
selves in  case  of  fire  to  show  what  he  has  sold  since 
the  last  inventory.  (See  pages  207  to  210). 

Employes  can  receive  money  on  account,  credit 
the  account,  and  not  ring  up  the  received  on  account 
in  the  cash  register. 

ACTUAL  LOSSES 

Posting — 

The  greater  part  of  the  work  in  retail  bookkeeping  is  the 
work  of  posting.  It  takes  from  half  an  hour  to  two  and  a half 
hours  a day  and  more.  It  is  in  reality  unproductive  work,  but 
is  made  necessary  by  the  ordinary  methods  of  bookkeeping. 

The  original  entry  is  the  only  entry  that  is  permissible  in 
any  court  as  evidence  in  any  action  and  the  only  one  of  any 
use  in  verifying  the  correctness  of  a charge.  Therefore  it 
must  always  be  available  and  should  be  readily  accessible.  As 
it  is  impossible  to  tell  what  original  entries  represent  paid  or 
unpaid  items  where  salesslips  are  not  used  or  sorted  out  and 
filed  by  customers’  names,  it  is  necessary  to  preserve  all  the 
original  entries  for  nearly  all  time. 

Most  errors  made  in  bookkeeping  are  made  in  transposing 
figures  in  posting.  For  example:  writing  81  as  18;  71  as  17 
etc.  Thus,  in  addition  to  the  work  due  to  posting,  there  are 
greater  opportunities  for  errors  in  transposition.  Another 
kind  of  error  due  to  posting  is  that  of  posting  a charge  or 

603 


McCASKEY  SELLING  POINTS 


credit  to  the  wrong  account.  Many  times  when  the  error  of 
an  incorrectly  posted  account  is  located,  the  customer  to 
whose  account  the  charge  should  have  been  made  has  paid  his 
account,  possibly  moved  away.  In  cases  where  an  amount  is 
incorrectly  credited,  ofttimes  the  customer  pays  his  account 
before  the  error  has  been  detected  and  if  the  merchant  brings 
the  error  to  the  customer’s  attention  thereafter,  it  will  create 
a lack  of  confidence  in  the  merchant  on  the  part  of  the  custo- 
mer and  his  acquaintances  to  whom  he  mentions  the  over- 
sight. 

The  trial  balance  detects  errors  due  to  transposition  of 
figures  providing  there  is  no  offsetting  error.  However  it 
cannot  detect  errors  resulting  from  posting  a charge  or  credit 
to  the  wrong  account,  or  overlooking  a charge  in  posting. 

The  McCaskey  System  eliminates  posting  and  thus  saves 
the  one  half  to  two  and  a half  hours  a day  required  for  the 
posting  work  and  at  the  same  time  eliminates  posting  charges 
or  credits  to  the  wrong  account,  for  it  enables  the  customer 
to  see  at  the  time  the  transactions  take  place  and  the  details 
are  fresh  in  his  mind,  that  all  charges  and  credits  have  been 
correctly  entered  on  his  account.  It  eliminates  overlooking 
charges  and  credits  in  posting  by  enlisting  the  customer’s  sup- 
port so  that  if  the  sales  person  does  not  at  once  give  the  cus- 
tomer his  totaled  salesslip,  he  will  ask,  “Where’s  my  slip,”  and 
thus  force  the  clerk  to  make  the  charge. 

The  McCaskey  System  combines  the  original  entry  with 
the  final  entry  and  thus  makes  it  an  ideal  account  for  it  is  un- 
necessary to  look  elsewhere  for  any  entry  either  to  verify  the 
correctness  of  the  account,  correct  the  account,  or  to  produce 
it  as  evidence  in  court. 

The  unpaid  charge  slips  are  all  retained  in  the  customer’s 
compartment  in  the  register  unless  they  accumulate  to  too 
great  an  extent  when  all  but  one  are  carefully  filed  in  an  en- 
velope in  the  base  of  the  register,  or  in  a separate  filing  cab- 
inet. In  either  case  the  unpaid  charge  slips  are  all  kept  apart 
from  the  paid  ones  until  they  are  paid.  They  are  then  filed 
with  the  paid  ones.  It  is  not  imperative  that  all  the  originals 
be  preserved  indefinitely  although  users  should  be  encouraged 
to  file  them  for  future  reference. 

Forgotten  Charges — 

Charges  are  forgotten  either  because  of  the  period  that 
elapses  between  the  time  the  sale  is  made  and  the  time  when 
the  sales  clerk  goes  to  make  the  charge  or  because  of  inter- 
ruption, distance  to  the  book  in  which  the  original  entry  is 
made,  or  a lack  of  anything  to  suggest  making  the  charge  to 
a clerk  who  is  occupied  with  selling. 

In  this  connection  it  is  interesting  to  note  that  our  mem- 
ory is  better  three  seconds  after  an  experience  takes  place 
than  at  any  other  time.  The  impression  which  anything  makes 
on  the  mind  generally  fades  away  until  at  the  end  of  twenty 
minutes  when  the  impression  disappears,  except  what  will  be 
remembered  for  a period  of  a month  or  so.  When  one  recalls 
that  they  remember  but  few  of  the  incidents  of  every  day  life 
a month  hence,  they  can  readily  see  the  danger  of  depending 
solely  on  the  clerk  remembering  to  make  the  charge  covering 
all  of  the  items  which  make  up  his  or  her  charge  sales.  The 
clerk  may  simply  forget  to  charge  up  some  of  the  items  sold, 
or  may  forget  to  charge  the  entire  charge  sale. 

604 


McCASKEY  SELLING  POINTS 


As  the  average  store  makes  but  5%  net,  where  it  makes 
any  net  profit  at  all,  when  a charge  amounting  to  a dollar  is 
forgotten,  it  is  necessary  to  sell  $20  worth  of  merchandise  to 
make  up  this  loss  and  before  the  merchant  can  make  any  more 
net  profit. 

There  are  times  when  a day  goes  by  and  no  charges  are 
forgotten,  but  then,  possibly  someone  will  forget  to  charge 
some  sale  amounting  to  several  dollars  which  together  with 
others  will  bring  the  average  up  to  about  fifty  cents  a day,  or 
more.  The  merchant  himself  who,  by  reason  of  the  fact  that 
he  owns  the  business,  exercises  every  care  in  seeing  to  it  that 
all  charges  are  made,  every  once  in  a while  will  recall  charges 
that  he  has  forgotten  to  make.  This  leads  him  to  wonder  just 
how  many  other  charges  he  has  forgotten  to  make,  how  many 
were  forgotten  by  others  who  have  less  reason  to  be  as  care- 
ful as  he. 

The  inability  of  the  retailer  to  determine  just  what  his 
losses  are,  adds  to  the  danger.  There  is  no  way  of  determin- 
ing to  what  extent  the  charges  forgotten  eat  into  his  net 
profit. 

The  McCaskey  System  eliminates  forgotten  charges  in  the 
following  manner: 

By  using  salesbooks  which  the  sales  people  can  carry  with 
them  for  the  original  entry,  so  as  to  make  it  easy  to  make  the 
charge. 

By  writing  the  order  first,  then  assembling  and  checking 
off  the  goods  so  as  to  be  sure  that  all  of  the  items  are  entered. 
If  the  customer  says  ‘charge,’  or  pays  for  them  either,  the 
proper  charge  is  made  or  the  proper  amount  of  cash  is  collect- 
ed. The  memory  is  not  taxed  at  all. 

By  enlisting  the  assistance  of  the  customers  through  the 
installation  of  McCaskey  service  so  that  the  charge  sales  slips 
are  made  valuable  to  them  by  reason  of  the  fact  that  they  are 
permitted  to  see  at  the  time  the  transaction  takes  place  and  the 
details  are  clear  in  their  minds,  just  how  the  account  stands 
after  a charge  is  made  or  a credit  deducted. 

By  getting  the  clerk  accustomed  to  going  to  a certain  place 
to  complete  the  charge.  This  he  will  get  in  the  habit  of  doing. 
Out  of  force  of  habit  he  will  go  to  the  McCaskey  and  that  will 
suggest  making  the  charge. 

Of  the  four  means  noted  of  eliminating  forgotten  charges, 
that  of  enlisting  the  customer’s  assistance  is  by  far  the  strong- 
est. The  others  cannot  be  brought  into  play  at  all  times  while 
McCaskey  service  can.  However,  the  combination  assures  the 
prospect  that  forgotten  charges  are  eliminated  from  the  bus- 
iness of  the  AIcCaskey  user. 

Forgotten  Credits-^ 

When  a customer  pays  money  on  account,  returns  goods 
for  credit,  or  brings  in  produce  for  credit,  he  likes  to  feel  that 
there  is  no  question  but  that  he  has  been  credited  with  the 
same.  If  he  can  see  that  he  is  credited  as  he  can  where  the 
merchant  gives  his  customers  McCaskey  service,  there  is  no 
occasion  for  question  in  this  regard  to  arise  in  the  customer’s 
mind. 

It  would  appear  that  a merchant  would  be  ahead  where  he 
forgot  to  credit  a customer,  but  such  is  not  the  case,  only 
temporarily.  As  soon  as  the  customer  notices  that  the  mer- 
chant overlooked  giving  the  proper  credit,  he  not  only  calls  the 

605 


McCASKBY  SELLING  POINTS 


matter  to  the  merchant’s  attention,  but  to  his  neighbor’s  at- 
tention as  well.  This  causes  them  to  have  misgivings  as  to 
whether  or  not  they  have  previously  received  all  of  the  cred- 
its they  were  entitled  to.  Their  confidence  in  him  is  under- 
mined. When  a merchant’s  customers  lose  confidence  in  him 
he  is  doomed,  for  confidence  and  service  are  fundamental 
principles  of  retailing. 

A few  years  ago  a well  known  hardware  dealer  of  Belle- 
ville, Kansas,  who  had  held  an  important  office  in  the  Imple- 
ment Dealers  Association,  found  that  after  one  of  his  best  cus- 
tomers had  paid  his  account  amounting  to  several  hundred  dol- 
lars, that  he  had  failed  to  credit  this  customer’s  account  with  a 
payment  of  $75.  He  at  once  made  the  correction.  The  cus- 
tomer, who  had  previously  been  perfectly  satisfied  with  the  ac- 
count, asked  to  be  permitted  to  check  over  the  account  and  the 
permission  was  granted.  He  found  no  errors,  but  a few  days 
later  three  of  his  neighbors  who  had  paid  their  accounts  about 
the  same  time,  came  in  and  said  that  they  were  not  entirely 
satisfied  with  their  settlements  and  would  like  to  check  over 
their  accounts.  Thus  the  seed  of  lack  of  confidence  was 
spread. 

McCaskey  service  allows  the  customer  to  see  that  the 
charge  is  made  or  the  credit  given,  when  the  matter  is  fresh 
in  his  mind,  as  he  is  given  a copy  of  the  account  that  shows 
that  it  has  been  credited.  The  customer’s  mind  is  relieved  of 
any  uncertainty  on  the  matter  and  no  lack  of  confidence  is 
created. 

Disputed  Accounts^ 

It  is  necessary  for  all  members  of  a family  to  make  pur- 
chases and  naturally  some  of  them  will  have  forgotten  that 
they  made  certain  purchases  when  the  time  for  the  settlement 
,'of  the  account  comes  around.  The  merchant  may  refresh  a 
customer’s  mind  sufficiently  by  some  suggestions  applicable 
to  the  time  certain  articles  were  bought  to  make  him  feel 
that  possibly  somebody  in  the  family  did  make  this  purchase 
and  that.  He  may  recall  how  the  weather  was,  who  was  with 
him  or  some  remark  that  was  passed  at  the  times  the  articles 
were  bought.  But  even  though  he  may  feel  that  possibly  the 
items  in  dispute  were  properly  purchased,  there  will  always 
be  a lingering  doubt  in  the  customer’s  mind  w-hich  should  not 
be  permitted  to  exist,  especially  in  the  face  of  the  fact  that 
the  merchant  is  granting  a credit  service.  To  be  a service, 
complete  satisfaction  must  be  given. 

A service  that  creates  dissatisfaction  and  hard  feeling  is 
worse  than  nothing  at  all ; it  is  a detriment.  It  is  up  to  the 
merchant  to  make  his  credit  service  a real  service  by  extending 
it  by  means  of  the  McCaskey  System. 

A merchant  whose  accounting  methods  admit  of  dispute 
has  two  ways  open  to  him  in  handling  the  situation.  One  way 
is  to  give  in  to  the  customer  who  will  go  home  and  tell  his 
neighbors  that  so  and  so  tried  to  stuff  his  account  by  charging 
him  with  some  things  which  he  did  not  get.  He’ll  say  he  caught 
the  merchant  at  it  and  warn  his  friends  to  watch  the  mer- 
chant carefully.  The  other  way  is  to  make  the  customer  pay 
for  the  items  in  dispute.  This  one  will  go  home  and  tell  his 
neighbors  that  the  merchant  is  a crook,  that  he  was  charged 
with  items  which  he  did  not  get  and  had  to  pay  for  them.  In 
either  case  the  merchant  loses.  The  only  way  for  a merchant 
to  avoid  losses  from  disputed  accounts  is  to  avoid  the  disputed 


606 


McCASKEY  SELLING  POINTS 


accounts  themselves  by  giving  his  customers  McCaskey  ser- 
vice. 

Making  Itemized  Statements — 

The  expense  of  making  itemized  statements  lies  in  the 
amount  of  work  that  is  caused  and  in  the  losses  due  to  the 
fact  that  these  statements  are  not  always  out  on  time. 

The  work  of  making  the  itemized  statements  is  as  great  as 
the  sum  total  of  all  of  the  posting  done  during  the  month.  It 
necessitates  the  recopying  of  all  of  the  items  posted  during  the 
month  and  sometimes  for  a month  or  so  previous.  This  re- 
quires several  days  work  in  the  latter  part  of  each  month  and 
is  cause  for  throwing  other  matters  out  of  joint. 

The  fact  that  statements  are  not  always  out  on  time  means 
a loss.  The  customer  ofttimes  tries  to  stretch  his  pay  check  or 
other  income  as  far  as  it  will  go.  The  one  who  gets  to  him 
first  is  the  one  whose  account  is  paid  in  full ; the  tardy  one 
must  be  content  with  a partial  payment  on  account.  In  this 
way,  the  merchant,  by  failing  to  keep  the  customer  posted  as 
to  the  amount  of  his  account,  by  means  of  McCaskey  service, 
contributes  to  making  him  a dead  beat.  McCaskey  service 
enables  the  merchant  to  beat  the  other  fellow  to  the  pay 
check,  wheat  check  or  stock  check  or  whatever  the  customer’s 
source  of  income  might  be. 

Postage  on  Statements — 

Each  itemized  statement  that  is  mailed  out  costs  in  addi- 
tion to  the  cost  of  the  stationery,  which  in  itself  is  no  small 
item,  2c  each  for  postage.  A merchant  who  mails  out  three 
hundred  statements  a month,  will  expend  for  postage  $6  a 
month,  $72  a year,  or  $1440  in  twenty  years,  during  the  period 
over  which  the  cost  of  a McCaskey  system  would  be  distri- 
buted. 

Customers  Overbuying  Intentionally — 

When  the  merchant  finds  that  the  cost  of  running  a busi- 
ness or  a department  of  a business  is  too  great,  or  greater 
than  he  feels  it  can  stand,  he  does  not  forthwith  discontinue 
the  business  or  the  department,  but  analyzes  his  costs  to  see 
just  where  the  cause  of  excessive  cost  comes  in.  This  is  the 
proper  way  to  handle  the  retailer’s  credit  problem  today.  If 
he  is  losing  too  much  in  the  way  of  credit  losses,  he  should 
analyze  the  situation  first  in  order  to  locate  the  weak  spot  in 
his  system  or  methods. 

With  the  retailer’s  present  system  and  method  the  custom- 
ers are  acting  as  the  retailer’s  credit  men.  They  determine 
what  they  are  going  to  owe  him,  and  in  most  cases  neither  they 
nor  the  merchant  know  the  amounts  of  their  accounts.  Imagine 
a bank  doing  business  in  this  manner,  permitting  their  custom- 
ers to  issue  checks  against  the  bank  as  overdrafts,  indiscrim- 
inently,  yet  that  is  what  the  average  retailer  is  doing,  for  in  a 
sense  he  is  acting  as  the  customer’s  banker.  However,  it  is  a 
common  practice  that  , if  a man  does  not  make  good  he  is  dis- 
placed. In  as  much  as  the  merchant’s  customers  have  not  made 
good  as  credit  men,  it  is  well  for  him  to  displace  them  as  such. 

In  casting  about  for  a better  method  of  controlling  his 
credits,  it  is  well  for  the  retailer  to  look  into  the  methods  of 
his  wholesaler,  whose  business  is  entirel3^  credit,  and  whose 
credit  losses  are  so  small  that  they  are  negligible.  The  whole- 
saler does  not  make  credit  men  out  of  his  customers.  He  re- 
lieves them  of  this  responsibility. 

607 


McCASKEY  SELLING  POINTS 


When  a retailer  makes  his  initial  purchase  of  a wholesaler 
or  jobber  they  ask  him  to  furnish  them  with  a signed  state- 
ment of  his  assets  and  liabilities,  provided  that  he  is  not  sat- 
isfactorily rated  by  one  of  the  commercial  agencies.  If  his 
statement  is  satisfactory  he  gets  credit.  Thereafter  when  his 
order  comes  in,  they  do  not  fill  the  order  and  look  up  the  ac- 
count afterward  as  the  retailer  does,  they  route  the  order  to 
the  credit  man  first.  He  alone  is  responsible  for  credits.  If, 
on  looking  up  the  status  of  the  customer's  account  and  his 
credit  rating,  he  deems  it  advisable  to  extend  further  credit  to 
the  customer,  he  O.  K's  the  customer's  credit  and  the  customer 
gets  the  goods.  Otherwise  he  does  not.  If  later  the  customer 
fails  to  pay  and  his  signed  statement  is  found  to  be  incorrect, 
the  wholesaler  can  take  criminal  action  against  the  customer 
for  getting  the  goods  under  false  pretenses. 

A McCaskey  System  for  handling  credit  accounts  adapts 
to  the  retailer's  needs  the  wholesaler's  method  of  handling 
credits. 

When  a customer  asks  for  credit  and  he  is  not  known  to 
the  retailer  the  latter  has  him  fill  out  and  sign  a credit  in- 
formation card.  If,  on  looking  the  customer  up,  he  finds  that 
the  customer  is  entitled  to  credit,  he  extends  it  to  him.  What- 
ever limit  may  seem  advisable  is  placed  on  the  customer  by 
use  of  a Credit  Limit  card.  If  later  the  customer  refuses  to 
pay  and  it  is  found  that  the  statement  he  made  in  getting  the 
credit  was  not  correct,  then  the  retailer  has  as  a club  the  fact 
that  the  customer  got  the  goods  charged  to  his  account  under 
false  pretenses.  Usually  the  otherwise  'dead  beat'  can  be  made 
to  'come  across.' 

As  suggested  in  the  Credit  System  Demonstration 
each  salesman  should  obtain  from  some  authority  the 
state  law  in  his  own  state  which  covers  the  purchase 
of  goods  on  credit  under  false  pretenses.  Knowledge 
of  the  law  can  be  most  effectively  used  on  the  pros- 
pect where  this  point  is  one  that  appeals  strongly  to 
the  prospect. 

Where  a McCaskey  System  is  used,  the  names  of  those  who 
are  entitled  to  credit  are  shown  on  the  index  of  the  system  and 
the  extent  of  that  credit,  if  limited,  is  shown  by  means  of  the 
Credit  Limit  card  information.  If  the  name  of  the  customer 
asking  for  credit  is  not  shown  on  the  index,  then  it  is  up  to  the 
one  completing  the  charge  to  consult  the  proper  person  with 
regard  to  the  matter  before  extending  the  credit. 

If  the  wholesaler  and  jobber  whose  business  is  all  credit 
and  who  in  many  cases  must  depend  upon  credit  information  at 
long  range  and  through  various  sources,  can  conduct  a credit 
business  so  as  to  lose  such  an  insignificant  amount  as  less  than 
one-half  of  one  per  cent  on  his  sales,  certainly  a retailer  whose 
business  is  from  25%  to  90%  credit  and  who  can  get  first  hand 
information  with  regard  to  his  customers,  should  be  able  to  do 
equally  as  well  by  following  these  methods  adapted  to  meet 
his  individual  needs. 

Overlooking  Unposted  Items  in  Settling  With  Customers-^ 
In  any  system  of  accounts  where  the  charge  must  be  posted 
to  the  customer's  account,  a certain  amount  of  time  elapses  be- 
tween the  time  when  the  charge  is  made  until  it  is  posted  to 
the  account.  This  may  be  a few  minutes,  a few  hours,  a few 
days  or  a few  weeks. 


608 


McCASKEY  SELLING  POINTS 


When  a customer  comes  in  to  settle,  the  bookkeeper,  if  he 
happens  to  think  of  it,  may  run  through  the  unposted  items, 
but  in  doing  so  it  is  very  easy  for  him  to  overlook  some  of 
the  charges.  Later  when  the  oversight  comes  to  his  attention, 
it  is  up  to  him  to  go  to  the  customer  and  tell  him  of  the  mis- 
take and  try  to  explain  it.  The  customer,  unacquainted  with 
bookkeeping  in  most  cases,  cannot  understand  why  he  didn’t 
pay  for  everything  when  he  ‘squared  his  account.’  He  begins 
to  wonder  whether  or  not  the  bookkeeper  who  made  this  error 
did  not  make  others  by  charging  items  to  his  account  which 
he  did  not  get,  or  failed  to  give  credit,  etc. 

Even  when  the  retailer  succeeds  in  collecting  for  charges 
that  have  been  overlooked  in  this  way,  they  are  costly  in  the 
way  of  lost  confidence. 

Customers  Overbuying  Unintentionally,  but,  Due  to  the 

Merchant's  System  of  Accounts,  Unknowingly— 

There  is  no  such  thing  as  absolute  personal  liberty.  There 
are  some  people  who  can  exercise  the  necessary  restraint,  but 
others  must  be  saved  from  themselves.  This  holds  likewise 
good  with  regard  to  credit.  There  are  some  who  will  go  to  the 
trouble  of  keeping  a record  to  date  of  what  they  buy  on  credit 
so  as  to  keep  their  account  within  the  bounds  of  what  they 
can  afford  to  pay.  However,  they  are  very  limited  in  number. 
There  are  others  who  would  keep  their  account  within  these 
bounds  if  they  knew  what  it  was  from  time  to  time.  As  that 
represents  too  much  work  to  them,  they  do  not  do  so,  and  un- 
knowingly let  their  account  get  beyond  their  ability  to  pay. 
Where  they  have  but  a small  margin  between  income  and  ex- 
penditures, as  is  the  case  with  many,  they  will  not  be  able  to 
economize  enough  to  pay  up  thus  the}^  become  ‘dead  beats.’  Yet 
the  retailer  is  accessor};-  to  the  situation.  He  condemns  the 
dead  beats  yet  by  means  of  his  blind  system  of  accounts  he 
makes  them. 

This  situation  is  again  a development  of  unsatisfactory 
credit  service.  A retailer  can  realize  full};-  his  credit  service 
when  he  extends  it  by  means  of  the  McCaskey  System.  It  al- 
lows the  customer  to  see  what  happens  to  his  account  when  the 
details  are  fresh  in  his  mind.  He  knov/s  what  he  is  expending 
at  all  times  and  is  satisfied  with  the  service. 

Inability  to  Check  Up  Promises  to  Pay  at  the  Opportune 

Time— 

A promise  to  pay  is  a milestone  on  the  way  to  the  money. 
If  at  the  proper  time,  the  time  of  the  promised  payment,  one 
does  not  take  advantage  of  date  and  promise,  they  wilj.have  to 
start  all  over  again.  r , 

The  McCaskey  System  ‘remembers’  thes,e  profnis-es  auto- 
matically so  that  it  is  not  necessar}"  for  'anyoii^'  fo^butden  his 
memory  and  thus  destroy  efficiency  with  matters  of  this  kind. 
The  customer’s  promise  is  noted  on  a^ ‘I)ue  Card’  in  hi§- pres- 
ence and  placed  back  of  his  accociujt  in,. the. ^ register^  ii 

The  date  of  the  promised  payment  is  showing;  when  that 
date  arrives,  if  the  customer  does  not  pay,  the  card  is  brought 
forward  and  placed  in  front  of  J:he  account.  ^ When  the  custom- 
er comes  in  next  time  to  make  a charge  purchase*,,  the  one  com- 
pleting the  charge  brings  this  card  to  the  attentio^i  of  the  prop- 
er person  who  takes  the  matter  up  with  the  customer  before 
the  latter  gets  his  purchase.  / 


609 


McCASKEY  SELLING  POINTS 


Loss  By  Reason  of  the  Fact  That  Accounts  are  not  Posted, 
Balanced  and  Ready  for  Instant  Settlement  When  Custom- 
ers Want  to  Pay — 

In  order  that  a customer  may  make  payment  of  an  ac- 
count, three  situations  must  exist  at  one  and  the  same  time: 
The  customer  must  have  the  money  with  which  to  pay; 

The  customer  must  know  what  he  owes; 

The  retailer  must  be  prepared  to  receive  the  money  on  ac- 
count to  an  extent  which  is  apparent  to  the  customer. 

If  the  customer  calls  to  pay  and  sees  that  the  one  who  re- 
ceives the  money  on  account  is  busy  or  finds  that  his  account 
is  not  posted  and  balanced  and  ready  for  settlement,  there  is 
a great  likelihood  that  he  will  not  wait  to  pay.  In  all  prob- 
ability he  will  spend  the  money  on  some  other  bill  or  in  some 
other  manner.  The  retailer,  who  was  not  prepared,  will  won- 
der why  this  customer  does  not  pay  them  when,  as  a matter 
of  fact,  he  was  to  blame. 

It  is  unfortunate,  in  this  day  and  age  when  everyone,  prac- 
tically, pays  by  check  and  usually  forwards  the  check  through 
the  mail,  that  a customer  should  be  forced  to  call  to  pay  at  all. 
With  the  McCaskey  System  of  handling  accounts  the  customer 
knows  at  all  times  what  he  owes  and  the  retailer  is  always 
ready  to  settle. 

Loss  by  Reason  of  the  Fact  that  the  Customer  Does  Not 
Know  What  he  Owes,  Neglects  to  Ask  or  Does  not  Find 
it  Convenient  to  Do  So  Until  He  Has  Spent  the  Money — 

A retailer  should  arrange  it  so  that  his  customers  know  at 
all  times  what  they  owe  in  order  that : 

They  can  provide  to  meet  their  accounts; 

They  can  live  within  their  incomes; 

They  can  mail  in  a check  or  drop  in  and  hand  the  retailer 
a check; 

The  retailer  can  beat  the  other  fellow  to  the  customer's 
pay  check,  etc. 

A McCaskey  System  enables  the  retailer  to  serve  both  his 
customers  and  himself  in  this  fashion. 

Inability  to  Keep  in  Close  Touch  with  the  Accounts,  as 
They  are  Not  Posted  and  are  Inaccessible;  Would  Take 
Too  Much  Time  to  Attempt  to  Do  So— 

As  a retailer  in  extending  credit  is,  as  a matter  of  fact, 
only  loaning  money,  it  is  very  important  that  he  know  what 
he  is  loaning  each  customer  and  how  the  latter  is  repaying  the 
loan.  With  the  ordinary  method  of  handling  charge  accounts, 
the  accounts  are  rarely  ever  balanced.  There  is  but  one  on  a 
ledger  page,  so  it  would  take  considerable  time  to  glance  over 
the  accounts  and  determine  the  status  of  each  one. 

With  the  McCaskey  System  of  accounts,  there  are  twenty 
accounts  to  the  page,  and  all  posted  and  balanced.  In  a very 
short  time  one  can  familiarize  himself  with  the  status  of  all  of 
his  charge  accounts.  This  is  a big  advantage  and  a real  satis- 
faction. 

Customers  Who  Do  Not  Dispute  Their  Accounts  hut  Pay 
Them  and.  Feeling  that  an  Error  has  been  Made  Intention- 
ally  or  Otherwise,  Go  and  Trade  Elsewhere — 

Where  a number  of  members  of  a family  make  purchases 

610 


McCASKEY  SELLING  POINTS 


that  are  charged  to  the  same  account,  it  is  very  easy  for  the 
account  to  grow  much  faster  than  the  customer  thinks.  The 
result  is,  that  when  he  comes  to  pay  it,  he  is  surprised,  dis- 
appointed and  hurt  to  find  it  so  much,  and  naturally  he  does 
not  appreciate  the  fact  that  the  retailer  extended  him  the  cred- 
it, In  many  cases  he  does  not  question  the  account,  but  he  feels 
that  he  was  charged  with  something  which  he  did  not  get  and 
so  decides  to  trade  elsewhere.  This  is  a loss  not  in  on  the  busi- 
ness records,  for  it  is  something  that  cannot  be  located. 
McCaskey  service  will  guard  against  this. 

By  Customers  Looking  Over  Itemized  Accounts  and  Find- 
ing  that  They  Could  have  Bought  Some  Items  Cheaper 
Since  from  Some  Mail  Order  House,  Chain  Store  Compet- 
itors, or  Elsewhere — 

The  consumer  is  able  to  compare  the  prices  of  but  a few 
staples  and  judges  whether  or  not  a retailer  is  ‘dear  or  cheap’ 
by  these  few  price  comparisons.  No  retailer  can  hope  to  build 
up  a business  on  prices,  his  average  5%  profit  would  mean 
so  little  to  the  customer.  No  matter  how  cheap  he  may  sell 
an  item,  there  is  a likelihood  that  someone  else,  at  some  time, 
will  sell  it  cheaper.  There  is  no  advantage  and  a possible  dis- 
advantage in  reminding  the  customer  of  what  he  paid  for  a 
certain  article. 

A McCaskey  System  does  not  do  this,  for  after  a customer 
checks  up  his  account  at  the  time  he  makes  a charge  purchase, 
or  payment  on  account,  he  simply  thinks  of  the  total  and  for- 
gets the  individual  purchase. 

POSSIBLE  LOSSES 

The  Loss  of  His  Accounts  by  Fire  and  Thus  the  Loss  of 
The  Necessary  Records  to  be  used  in  Collecting  the  Ac- 
counts— 

Sometimes  a retailer  uses  a method  of  handling  his  charge 
accounts  that  enables  his  customers  to  have  their  totals  to  date 
with  each  charge  purchase,  yet  the  system  is  so  housed  that  in 
case  he  suffered  a loss  by  fire,  he  would  lose  the  records  of 
his  accounts,  too.  He  would,  then,  lose  the  necessary  records 
by  which  he  could  collect  his  accounts* 

As  charge  accounts  represent  stock  in  the  process  of  being 
turned  into  a liquid  asset,  money,  they  should  be  of  more  value 
than  the  stock  itself?  A retailer  insures  his  stock  against  a 
possible  loss  by  fire,  but  he  does  not  and  cannot  insure  his 
accounts.  However,  he  can  protect  them. 

If  a retailer  pays  2%  premium  on  his  fire  insurance  policy, 
and  has  $3,000  in  accounts  unprotected,  he  could  afford  to  pay 
$60  a 3^ear  to  protect  these  accounts  from  possible  loss  by  fire, 
the  same  as  he  would  pay  to  insure  his  stock  against  similar 
loss. 

A McCaskey  System  would  protect  them  against  fire. 

His  Loss  of  Insurance  is  a Possible  Loss  Where  He  Does 
Not  Keep  a Record  of  His  Cash  and  Credit  Sales  and 
Loses  His  Accounts  by  Fire — 

(See  McCaskey  Fire  Protection,  pages  207  to  210). 
Employes  Can  Receive  Money  on  Account  and  Not  Ring  It  Up 
in  the  Cash  Register  System — 

There  is  nothing  to  detect  the  fact  that  one  receives  money 
on  account  and  credits  the  account  and  appropriates  the  money 

611 


McCASKEY  SELLING  POINTS 


to  his  own  use  unless  the  retailer  takes  a trial  balance  or  uses 
a McCaskey  System  with  triplicate  salesbooks  and  regular  au- 
dit, or  checks  up  all  of  his  charge  accounts  each  day  with 
his  received  on  account. 

A retailer  buys  a valuable  cash  register  system  to  protect 
his  cash  taken  in  on  cash  sales  which  is,  perhaps,  25%  of  his 
business.  He  should  install  a McCaskey  System  of  accounts 
with  McCaskey  audit  to  enable  him  to  get  100%  protection 
from  his  complete  system. 


SELLING  BY  COMPARISON 

“Mr.  , the  reason  so  many  storekeepers  get  only  a 

small  living  out  of  their  business  is  because  they  are  content- 
ed to  go  along  in  the  same  old  fashioned  way  their  grandfath- 
ers did  before  them.  Their  eyes  are  not  open  to  the  better 
ways  of  doing  some  things  in  business.  Some  old  fashioned 
ways  are  good  and  worth  sticking  to,  but  some  are  bad.  They 
are  not  equal  to  solving  the  problems  of  the  present  day. 

“It  is  unreasonable  to  stick  to  the  old  ways  because  you 
are  used  to  them  when  the  newer  ways  would  bring  brighter 
results.  It  is  just  as  unreasonable  to  do  this  as  it  would  be 
to  climb  ten  flights  of  stairs  when  you  can  be  carried  up  in  an 
elevator;  or  to  swim  av/ay  from  a life  preserver  when  you  are 
nearly  exhausted,  just  to  be  able  to  shovv/"  that  you  can  swim 
alone,  if  you  do  drown  for  it.’^ 

It  is  important  to  be  continually  drawing  comparisons  be- 
tween the  prospect’s  way  of  doing  business  and  the  McCaskey 
System.  Emphasize  the  disadvantages  of  his  system  and  the 
advantages  of  the  McCaskey.  Show  him  the  weak  spots  of  his, 
the  liability  to  forget,  the  danger  of  mistakes,  the  annoyance 
to  him  of  such  a complicated  system;  show  him  by  forcible 
presentation  the  advantages  of  the  McCaskey  System,  how  it 
relieves  him  of  business  cares,  its  simplicity,  its  slight  cost 
and  the  saving  in  time,  work,  worry  and  money,  the  increased 
service  which  it  gives. 

He  does  not  know^  that  everything  has  been  charged  or 
how  much  has  been  paid  out!  The  McCaskey  user  does! 

He  loses  customers  hy  making  mistakes  in  their  accounts! 
The  McCaskey  user  does  not! 

“If  a McCaskey  System  would  really  save  you  money,  you 
should  buy  at  once,  for  all  the  money  it  would  save  from  the 
time  it  is  first  explained  to  you  and  the  time  when  you  buy  is 
really  added  to  the  cost  of  the  system.” 

The  McCaskey  Business  Recorder  is  a history  of  the  mer- 
chant’s business.  It  shov/s  him  the  amount  of  credit  outstand- 
ing at  the  close  of  each  day.  The  lack  of  this  knowledge  is  the 
cause  for  a large  percentage  of  the  failures  among  retail  mer- 
chants. It  gives  him  every  bit  of  important  data  necess.ary  in 
planning  to  sell  out.  It  is  of  great  value  in  case  of  fire  since 
it  will  go  far  toward  showing  the  exact  loss  when  the  adjust- 
ment is  made. 

Merchants  who  do  a small  portion  of  their  business  on 
credit  have  generally  the  weakest  system  for  handling  credit 
sales.  Such  sales  are  not  frequent  and  very  little  attention  is 
given  to  them. 

You  cannot  afford  to  misrepresent  McCaskey  Systems  in 


612 


McCASKEY  SELLING  POINTS 


presenting:  them  to  the  merchant.  Such  misrepresentations  are 
invariably  detected  after  the  system  is  put  to  test;  they  are 
not  necessary  to  sales.  The  truth  about  McCaskey  Systems  is 
amply  sufficient. 

Call  attention  to  the  wonderful  success  of  the  McCaskey 
Register  Company.  Draw  in  the  fact  that  the  system  you  are 
demonstrating  has  been  the  secret  of  that  success. 

Merchants  often  say,  “My  present  system  is  satisfactory. “ 
Tell  such  a man  that  there  was  a time  when  the  sun  dial  was 
satisfactory,  but  that  since  the  invention  of  the  clock  the  sun 
dial  is  worthless. 

“An  umbrella  will  not  keep  off  every  bit  of  the  rain,  yet  it 
is  a good  thing  to  have  in  a storm.  Even  if  a McCaskey  does 
not  give  absolute  protection  against  everything,  it  will  go  a 
long  way  toward  eliminating  all  the  leaks  in  your  store.’^ 

When  a prospect  admits  that  he  ought  to  have  the 
McCaskey  System  but  wants  to  put  off  getting  one  until  some 
more  convenient  season,  try  this  on  him: 

“Suppose  I should  point  out  to  you  a weak  spot  in  the 
foundation  of  your  store  which  threatened  collapse  at  most 
any  moment.  If  I offered  to  protect  you  by  remedying  the 
critical  situation  with  an  absolute  prop  which  I was  in  a posi- 
tion to  give  you,  would  you  suggest  that  I call  around  next 
week? 

“You  would  urge  that  I get  the  prop  in  there  as  quickly  as 
I could  possibly  do  so.  But  now  that  there  is  a seriously  weak 
place  in  the  financial  foundations  of  your  business,  equally  im- 
portant to  your  success  as  the  material  prop  suggested,  you 
postpone  the  repairing.  If  you  are  really  as  much  in  earnest 
as  I believe  you  are  in  doing  business  soundly,  I urge  you  not 
to  delay  installing  system  a single  day,  to  give  me  the  order 
now  for  your  register,  etc. 


McCASKEY  SYSTEM  AS  AN  INVESTMENT 

The  difference  between  an  expense  and  an  investment  is 
that  the  expense  represents  something  that  is  consumed,  the 
investment  an  outlay  that  is  expected  to  yield  a continuous  re- 
turn. The  investment  remains  intact,  although  in  some  in- 
stances, it  depreciates  from  year  to  year.  Such  depreciation  is 
charged  off  each  year,  a charge  which  is  handled  as  expense. 

The  yard  stick  by  which  the  value  of  an  investment  is 
measured  is  percentage.  Other  things  being  equal,  the  invest- 
ment that  will  yield  the  largest  percentage  of  return  is  the 
better  investment.  The  face  value  of  an  investment  is  said  to 
be  its  ‘par^  value.  If  it  sells  for  less  than  its  face  value  it 
is  said  to  sell  ‘below  par’;  if  for  more,  ‘above  par’;  if  for  the 
face  value,  ‘at  par.’ 

The  value  of  an  investment  is  determined  by  the  percent- 
age of  return  it  will  yield,  and  the  money  niarket.  If  prevail- 
ing rates  of  interest  are  low  and  the  investment  sound,  the 
value  of  it  is  high;  if 'prevailing  rates  are  higher,  then  the 
value  of  the  investment  ia, lower.  The  rates  of  interest  are  al- 
ways low  in  prosperous  times  while  they  are  high  in  times  of 
panic.  . . 

The  value  of  the  investment,  then,  is  the  amount  of  which 
the  return  yielded  is  a deaired  per  cent.  Thus  if  one  desires 
to  make  6%  on  an  investment  in  an  apartment  building  and  the 

613 


McCASKEY  SELEING  POINTS 


taxes,  insurance,  depreciation,  and  other  expenses  amount  to 
4%,  he  will  have  to  get  a gross  return  of  10%.  If  the  return 
were  $3600,  then  the  value  of  the  building  would  be  $36,000  re- 
gardless as  to  the  number  of  bricks  or  other  materials  in  it,  for 
the  purchaser  is  buying  ‘an  investment’  not  the  building  ma- 
terials, etc. 

Bank  stock  whose  par  value  is  $100  ofttimes  sells  for  as 
high  as  $800  or  more  a share  simply  because  the  dividend  it 
nets  would  pay  the  desired  rate  on  that  amount.  If  bank  stock 
will  yield  a 40%  dividend  and  5%  is  considered  a good  per- 
centage of  return  on  an  investment  of  this  kind,  then  this  stock 
should  sell  for  $800  a share  for  40%  of  $100  equals  5%  of  J^OO 
and  therefore  it  would  be  a desirable  investment  at  this  price. 

An  outlay  for  a McCaskey  System  is  an  investment  and 
its  value  is  determined  in  the  same  manner  as  any  other  in- 
vestment, by  the  continuous  return  it  will  yield  on  the  invest- 
ment. In  order  to  get  the  net  return,  the  depreciation  for 
each  year  should  be  charged  off.  Thus  if  a system  in  wood  or 
styles  233,  333  or  433  will  last  10  years,  the  depreciation  will  be 
10%  of  the  purchase  price  per  year;  if  the  other  styles  will  last 
20  years,  the  depreciation  will  be  5%  of  the  purchase  price  per 
year.  The  net  return  then,  would  be  the  gross  return  less  this 
depreciation. 

If  a McCaskey  System  will  last  for  20  years,  and  another 
one  which  will  do  the  same  work  equally  as  well  will  last  but 
four  years,  then  the  McCaskey  should  be  worth  five  times  as 
much  as  the  other  one. 

The  value  of  a McCaskey  System  to  a possible  buyer  is 
relative ; for  example,  its  value  depends  entirely  on  what  it 
will  do  for  him  situated  as  he  is.  The  results  that  he  does  not 
now  get  from  his  present  system  are  the  only  ones  that  will 
carry  any  weight  in  presenting  the  McCaskey  System  to 
him. 

Before  you  can  convince  him  of  its  value  to  him  as  an  in- 
vestment you  must  get  him  to  admit  that  the  results  he  would 
get  from  the  use  of  it  in  terms  of  dollars  and  cents  will  make 
its  purchase  a paying  investment  for  him.  In  other  words,  you 
must  get  him  to  admit  that  it  will  give  him  some  or  all  of  the 
following  results  and  that  these  results  are  worth  a certain 
amount  to  him  in  terms  of  dollars  and  cents.  The  value  of 
these  results  are  relative  and  will  vary.  They  should  be  made 
to  fit  the  occasion  at  hand : 


Here  are  some  results  with  suggestive  value  in 


dollars  and  cents: 

Day 

Mo. 

Year 

Forgotten  charges 

.50  $ 

$156.00 

Posting 

.50 

156.00 

Disputed  accounts 

.25 

78.00 

Elimination  of  itemized  statements 

4.00 

48.00 

Savings  of  postage  on  statements  (300  accts.) 

6.00 

72.00 

Loss  due  to  customer  overbuying  intentionally 

50.00 

Loss  due  to  overlooking  unposted  items  in 
tling  with  customers 

set- 

.50 

6.00 

.Loss  due  to  inability  to  check  up  promises 
pay  at  proper  time 

to 

30.00 

614 


McCASKEY  SELLING  POINTS 


Value  of  accounts  being  posted  and  balanced 
and  ready  for  settlement  at  all  times  .25 
Value  of  making  it  “easy”  for  the  customer  to 
make  payment  on  account  .25 

Value  of  having  accounts  readily  accessible  so 
proprietor  can  keep  in  close  touch  with 
them  ,20 

Saving  of  gross  profit  on  each  customer  lost 
through  misunderstanding  over  accounts 

Average  trade  of  family  $7.00  per  week 

52  weeks  in  year  $364.00  per  year 

At  20%  Gross  Profit  72.80  per  family 

Loss  per  year  $72,80  on  each  customer’s  ac- 
count, two  customers  lost 
Earned  gross  profit  on  each  new  customer 
gained,  three  new  customers 
Earned  in  interest  by  reason  of  increased 
collections,  (20  to  25%  of  outstanding 
$6000) ; or  added  collections  of  $1200  at  6% 


78.00 

78.00 

62.40 


145.60 

218.40 

72.00 


Total  gross  earnings  for  the  year  $1,250.40 

(Gross  return  on  McCaskey  investment) 

Cost  per  year,  5%  depreciation  on  a 290  ac- 
count McCaskey  System  $16.20 


Net  return  per  year  on  investment  of  $320.00  $1,234.20 

In  using  the  investment  talk  as  a close,  such  of  the  items 
mentioned  above,  which  the  prospect  will  admit,  should  be 
written  down  on  separate  slips  of  paper,  preferably  on  sales 
slips  such  as  you  carry  in  the  slip  holder  in  your  carrying 
case.  The  amount  that  he  will  admit  in  each  instance  for  each 
day  should  be  written  down  and  later  the  extension  made  by 
multiplying  each  daily  amount  by  312,  the  number  of  working 
days  in  the  year.  The  result  will  be  the  yearly  return  for 
each  item. 


How  to  find  the  percentage  of  return  on  the  investment: 


A merchant  buys  a McCaskey  System  $206.00 

It  yields  him  a gross  yearly  return  of  319.30 

(From  items  figured  above) 

Depreciation  per  year  is  5%  (of  $206.00)  10.30 


Deduction  of  depreciation  from  gross  return 

gives  net  return,  or — 309.00 


309.00  3 

Percentage  of  return  equals  or  — ; 3/2  of  100%  is  150% 

206.00  2 

This  merchant,  then,  has  invested  $206.00  in  a McCaskey  System 
and  receives  a dividend  of  150%.  Any  investment  that  pays 
150%  is  a profitable  one.  It  would  sell  for  about  thirty  times 
its  par  value  with  money  worth  5%.  In  other  words,  the 
McCaskey  System  for  this  merchant  would  be  a good  invest- 
ment at  thirty  times  its  price. 


615 


McCASKBY  SELLING  POINTS 


SPECIAL  INVESTME^IT  APPEAL  TO  THE 
ELDERLY  MERCHANT 

System,  without  a question  of  a doubt,  is  one  of  the  most 
important,  reasonable  investments  one  in  your  position  can 
make.  Here  you  stand  with  a business  which  it  has  taken 
years  to  build.  They  were  the  very  best  years  of  your  life. 
They  were  not  only  years  of  hard  work  but  also  years  of  sac- 
rifice. No  doubt  you  worked  years  before  to  scrape  together 
the  money  with  which  to  begin  the  business.  Now  if  ever, 
then,  is  the  time  to  build  your  wall  of  protection  around  the 
business.  You  could  not  afford  to  lose  it  all  or  even  a part 
and  start  over  again.  About  what  amount  does  your  business 
represent  today?  (Get  some  kind  of  an  answer). 

Mr.  , it  has  taken  you  — years  to  build  this  busi- 
ness; or  at  a rate  of  $ per  year.  This  has  been  done 

during  the  best  days  you  have  known,  years  in  which  you  did 
your  clearest  thinking  and  planning.  If  it  isn’t  the  business- 
like, logical  thing  to  throw  protection  around  this  accumula- 
tion right  now,  before  you  make  another  sale  or  purchase,  then 
I have  been  misled  in  all  the  rules  applying  to  good  judg- 
ment. 

Business  conditions  were  never  so  changeable  as  today. 
Competition  was  never  so  keen.  The  margin  of  profit  was 
never  so  small.  The  cost  of  doing  business  was  never  so  great. 
So  frequently  we  find  the  man  who  knew  he  was  making  mon- 
ey a few  years  ago  considerably  in  doubt  today.  With  these 
conditions  prevailing,  before  you  buy  another  piece  of  equip- 
ment, regardless  of  how  badly  you  feel  you  need  it,  isn’t  it 
wise  to  stop  long  enough  to  get  the  actual  view  of  your  busi- 
ness, the  unadulterated  facts?  Then,  and  not  until  then,  will 
you  know  whether  or  not  your  business  justifies  those  further 
expenditures. 

Suppose  the  system  would  cost  you  $400  or  $500 — if  it 
shows  you  after  a few  months  that  you  are  only  breaking  even, 
or  that  you  are  actually  falling  back  and  in  that  way  tells  you 
to  get  out  of  business  by  all  means  before  you  have  lost  ev- 
erything, won’t  it  become  the  very  best  investment,  the  most 
reasonable  in  cost  that  you  ever  could  make?  The  great  ma- 
jority of  business  failures  are  attributed  to  the  fact  that  the 
owner  or  manager  was  without  the  proper  facts.  Those  facts 
would  have  told  him  to  get  out  and  sell  out  before  he  lost  his 
entire  investment. 

Why  buy  a scale  to  weight  out  a $1.05  for  the  other  fel- 
low’s dollar?  Why  buy  a truck  for  the  purpose  of  making  de- 
liveries at  a business  loss? 

Tor  your  own  sake — for  the  sake  of  those  dependent  on 
you  in  your  declining  years,  stop  now  and  put  the  closest 
thing  to  an  insurance  policy  available  on  what  you  now  have. 
Mr.  , am  I not  right? 

Can  you  imagine  Rockefeller,  Gary,  Schwab,  Ford  or  any 
of  hundreds  of  other  business  men  of  repute  going  even  one 
moment  without  this  type  of  protection?  Because  they  have 
mammoth  businesses  is  no  more  justification  for  protecting 
them  than  if  they  were  controlling  smaller  ones.  In  fact,  as  it 
is,  they  could  afford  to  loose  millions.  If  anyone  could  afford 
to  be  careless,  these  men  could.  Yet  the  very  fact  that  they 
have  not  been  is  indicated  by  the  extent  of  their  present 
wealth. 

If  you  will  do  the  right  thing  today — the  thing  you  know 
616 


McCASKEY  SELLING  POINTS 


you  should  do — tomorrow  you  will  know  whether  or  not  you 
should  turn  this  way  or  that  way.  In  other  words  you  can 
start  at  once  to  give  more  intelligent  management  to  the  af- 
fairs which  you  have  developed  through  a long  period  of  years, 
and  protect  what  you  cannot  afford  to  waste  in  that  you  have 
not  the  years  to  do  it  over  again. 

SPECIAL  INVESTMENT  APPEAL  TO  THE  YOUNG 
MAN  IN  BUSINESS 

“Mr.  , you  are  now  in  the  prime  of  life,  facing  the 

years  you  cannot  afford  to  waste.  Every  decision  you  make 
will  count  heavily.  You  cannot  afford  to  guess  along  for 
the  next  eight  to  ten  years  and  then  face  the  fact  that  you 
have  little  if  anymore  to  show  then  than  now.  These  next  ten 
years  represent  the  nucleus  about  which  you  make  or  break. 
What  more  reasonable  and  more  vital  investment  can  you 
make  today  than  in  a system  which  will  tell  you  tomorrow 
whether  or  not  you  are  making  money  or  losing  it,  wasting 
your  time  or  putting  it  in  to  advantage? 

“If  my  system  simply  tells  you  to  get  out  before  you  lose 
out,  and  by  so  doing  saves  you  the  greater  part  of  your  orig- 
inal investment,  it  will  have  more  than  paid  for  itself,  will  it 
not?  If  it  helps  you  to  save,  by  telling  you  the  fact§,  only 
half  of  your  original  investment,  it  proves  itself  to  be  the 
most  important  investment  you  have  ever  made. 

“On  the  other  hand,  if  it  tells  you  that  you  are  a success 
in  this  business,  and  gives  you  the  facts  by  which  you  can  con- 
tinue to  manage  it  with  intelligence,  cutting  away  every  pos- 
sible point  of  waste  and  loss,  it  will  put  you  in  position  to 
develop  in  a bigger  way.  It  will  tell  you  what  departments 
of  your  business  you  should  go  more  slowly  with;  it  will  give 
you  the  facts  on  the  business. 

“If  every  man  would  just  be  man  enough  to  face  the  facts, 
compel  himself  to  look  them  over  squarely  in  such  a way  as 
this  system  will  permit  him  to  do,  there  would  not  be  the  great 
numbers  of  failures  every  year  caused  by  lack  of  intelligence 
in  business  management. 

“Do  not  waste  the  best  years  of  your  life.  If  my  system 
tells  you  you  are  losing,  and  you  cannot  see  a way  of  correct- 
ing the  condition,  get  out  willingly,  save  what  you  have,  put 
it  on  interest  and  work  for  someone  else  in  preference  to  go- 
ing along  blindly,  losing  everything  including  the  best  earn- 
ing years  your  life  provides.” 


THE  EXPENSE  OF  A McCASKEY  SYSTEM 

Expense  is  something  consumed.  Thus  if  a merchant  buys 
twelve  tons  of  coal  and  burns  out  a ton  a month,  the  twelve 
tons  are  not  to  be  charged  against  the  month  during  which 
it  was  purchased,  for  but  one  ton  has  been  consumed  and  the 
cost  of  that  one  ton  represents  the  charge  against  that  month’s 
expense  for  coal.  The  remaining  eleven  tons  are  carried  as  an 
asset  until  they  are  consumed. 

The  expense  of  a McCaskey  System  must  be  treated  in  the 
same  manner  as  the  expense  of  coal.  If  a McCaskey  System 
will  last  for  but  ten  years,  the  yearly  expense  will  be  1/10  or 
10%  of  the  purchase  price;  the  monthly  expense  1/12  of  the 
yearly  expense,  the  daily  expense  1/30  of  the  monthly  expense. 
If  a McCaskey  System  will  last  for  20  years,  the  yearly  ex- 
pense will  be  1/20  or  5%,  etc. 

617 


KTcCASKEY  SEI^LING?  POINTS. 


When,  the  merchant  charg:es  off  for  depreciation  5%  or 
1Q%  of  the  purchase  price  of  the  McXZ!askey  System,,  he  carries, 
the  remainder  as  an  asset  and  continues  to  da  so  urttil  it 
finally  all  charged  ofL  The  expense  is  then  p^roperly  distri- 
buted over  the  period  during:  which  the  systenr  has  been  ‘used- 
up.’  If  it  renders  any  further  service  beyond,  this  period,  it 
does  so  without  necessitating  any  further  expense  with  regard 
to  it. 

In  presenting  arguments  always  treat  the  other  fellow  lib- 
erally in  order  that  your  arguments  will  seem  the  more  plaus- 
ible and  carry  the  desired  weight.  For  this  reason,  assume  in 
the  expense  tables  that  styles  233,  333  and  433  and  wood  styles, 
will  last  for  ten  years  and  then  be  thrown  away ; systems  giv- 
ing fire  protection  will  be  kept  for  20  years  before  being  treat- 
ed likewise,  while  you  know  they  are  so  well  made  that  they' 
will,  last  a lifetime. 

The  expense  tables  give  the  purchase  price  o£  the  reg- 
isters with  the  yearly,  monthly  and  daily  expenses  o£  the  var- 
iously priced  styles,  sizes,  etc.  If  you  sell  one  the  amount  of 
the  price  of  which  is  not  shown  in  the  table,  you  can  either 
take  a price  which  is  the  nmltipLe  o£  one  you  sold  and  multiply 
the  expense  of  the  one  given  by  the  number  of  times  the  one 
given  is  contained  in  the  one  you  sold 

The  expense  tables  can.  be  advantageously  copied  on  ^ 
blank  page  and  placed  in  your  register  price  list  next  to  the* 
terms  for  the  systems. 

(See  page  22S  for  the  e:xpense  table  governing  McCaskey 
Systems  giving  fire  protection). 


The  Expense  o£  Wood  Style  Registers 
and  Styles  233 , 333  and  433^ 


Price 

Year 

Month. 

Day 

tl/lOth  prfee) 

a/12th  Yearly 
Price  > 

^1/30 til  Monthly 
Price) 

$47.50^ 

%A.7S 

.30 

?01  1/3 

67;50 

6.75 

.56- 

j02 

IOS.O(> 

10.50 

.88 

.03 

117.50 

11.75 

.98 

.03  1/3 

130.00 

13.00 

\m 

.03  2/3 

170.00 

17.00 

1.42 

.04  2/3 

195.00 

19.50 

1.63 

.05  1/3 

230.50 

23.05 

1.92 

.06  1/3 

280.00 

28.00 

2.33 

.07  2/3 

311.00 

31.10 

2.59 

.08  2/3 

360.50 

36.05 

3.0) 

.10 

400.0(J 

40.00 

3.33 

.11 

520.00' 

52.00- 

4.33 

.14  1/3 

594.00 

69.40 

5.78 

.19  1/3 

SOLVES  THE  BAD  DEBT  PROBLEM 

Many  a McCaskey  credit  system  has  been  installed  on  the 
strength  of  its  ability  to  solve  the  bad  debt  problem.  In  its 
effort  to  provide  the  retail  merchant  with  the  information  he 
ought  to  have  to  help  run  his  business  properly  the  Chamber 
of  Commerce  of  the  United  States  asks: — “How  many  retail- 
ers have  investigated  why  they  sustain  losses  due  to^  bad 
debts?  How  many  make  a systematic  inquiry  into  their  cus- 
tomers’ ability  to  pay?”  They  explain  the  suitation  in  this 

618 


MeCASKJ^Y  SELLING  .POINTO 


"way:  “In  his  scramble  to  outdo  his  competitors  in  quantity 
business,  the  retailer  often  forgets  all  about  quality” 

The  McGaskey  System  is  an  aid  to  quantity  business  of 
quality.  Its  Credit  Limit  card  and  Due  card  are  factors  which 
support  a systematic  inquiry  into  customers’  ability  to  pa.y 
<€tc. 

Where  the  -salesman  has  informatioai  at  his  tongue’s  end  as 
to  the  figures  which  represent  the  average  amount  of  losses 
from  bad  debts  in  different  lines  of  business,  he  is  in  position 
to  talk  pointedly  on  this  phase  of  McCaskey  System  advan- 
tage. So  many  merchants  show  a rate  on  bad  debts  far  ex- 
ceeding the  average  that  they  are  seriously  in  need  of  a rem- 
edy; others  witli  up-to-the-mmnte  methods  of  control  show 
losses  far  lower  than  the  average,  thus  the  McCaskey  appeal 
on  this  score  to  credit  merchants  can  be  carried  effectively 
to  the  average  loser  as  well  as  to  the  more  serious  loser  from 
this  cause.  These  losses  cut  down  profits,  and  it  is  tlie  busi- 
aiess  of  the  McCaskey  to  keep  them  at  a low  minimum. 

With  net  sales  figured  at  100%,  following  are  the  figures 
•representing  the  accepted  average  losses  from  Ixad  debts  in 
siine  leading  lines  of  business.: 


Retail  Trade 

Per  Cent 
Oi  Loss 

Clothing 

€.58 

Coal 

0.54 

Department  Stare 

0.3 

Drug 

€.3 

Grocery 

€.4 

Hardware 

0./5 

Jewelry 

0.4 

Shoe 

0.2 

Tire 

0.8 

SYSTEMS  EJCPAND  WITH  THE  BUSINESS 

McCaskey  Credit  Sy-stems  are  labor-saving  devices  in  that 
they  accomplish  with  one  act  a performance  which  has  always 
cost  two,  three  and  more  acts.  They  are  time  savers  in  that 
they  cut  down  the  time  necessary  to  accomplish  the  keeping  of 
accounts  in  a proportion  equal  to  the  elimination  of  labor. 
They  are  money  savers  in  that  they  eliminate  waste  time  and 
effort,  stop  money  leaks  and  losses.  But  their  economy  in  ser- 
vice, their  value  as  business  assets,  stretch  further  in  an  im- 
portant manner;  they  are  enabled  to  expand  with  the  business, 
to  more  than  double  and  triple  fheir  usefulness  and  service  as 
the  accounts  of  the  merchant  become  more  numerous. 

Many  a merchant  will  install  a 130  account  McCaskey  Reg- 
ister for  a business  handling  in  the  neighborhood  of  100  ac- 
counts. When  that  business  grows  to  the  ex:tent  of  130  ac- 
counts OT  to  twice  the  original  size,  to  200  and  even  300  ac- 
counts, the  same  McCaskey  cabinet  will  take  complete  charge 
of  his  accounts  receivable. 

To  the  130  account  system  carrying  a bank  of  7 leaves  can 
be  added  individual  leaves  or  groups  of  leaves  until  the  same 
cabinet  accommodates  17  leaves  and  330  accounts  for  custom- 
ers. There  Is  no  depreciation  or  loss  on  the  original  Invest- 
ment because  the  business  becomes  greater., 

^19 


McCASKEY  SELLING  POINTS 


In  cases  of  phenomenal  business  development  where  the 
number  of  accounts  reaches  1000  or  more,  where  it  takes  the 
maximum  capacity  of  several  McCaskey  cabinets,  you  always 
have  the  full  value  of  the  original  investment  in  evidence 
as  one  of  the  several  cabinets,  never  being  outgrown,  always 
adaptable  to  the  new  situation. 

Where  wooden  or  metal  systems,  not  giving  fire  protec- 
tion, have  been  installed  as  the  introductory  McCaskey  equip- 
ment, they  always  carry  a pronounced  value  in  exchange  for 
McCaskey  Systems  giving  the  desired  protection.  McCaskey 
Systems  do  not  become  valueless  in  service.  They  expand  to 
to  meet  the  merchant’s  changing  needs. 


IN  MEETING  THE  ^^INDIVIDUAL  BOOK 
SYSTEMS 

The  following  closing  argument  has  been  used  very  effec- 
tively. Until  you  have  committed  it  to  memory,  refer  to  it  or 
an  outline  of  it. 

It  is  assumed  that  before  you  try  to  close  a prospect  by 
means  of  this  argument,  that  you  have  shown  him  by  means  of 
a hand  or  full  sized  sample  just  how  these  results  can  be  ob- 
tained through  use  of  the  McCaskey  System.  In  order  to  make 
this  very  clear  to  the  prospect  it  is  necessary  that  you  actually 
perform  all  of  the  operations  that  go  to  make  up  the  results 
you  expect  him  to  realize. 

A prospect  ofttimes  claims  to  know  all  about  our  system 
and  admits  that  he  likes  it.  But  he  objects  to  the  price.  The 
trouble  here  is  that  in  weighing  the  results  in  the  balance  of 
his  judgment,  he  has  allowed  the  price  to  overbalance  the  re- 
sults. He  has  considered  and  appreciated  but  a few  of  the  re- 
sults that  he  would  secure  by  the  use  of  the  system.  The  prop- 
er course  to  follow  in  this  instance  is  to  find  just  what  fea- 
tures he  likes  and  why  he  likes  them.  After  elaborating  on 
these,  show  him  by  means  of  a sample  enough  other  features 
to  overbalance  the  price  in  his  mind;  then  use  the  closing 
argument  for  him. 

This  closing  argument  may  be  used  in  two  ways  : — in  con- 
nection with  the  daily  expense  of  a McCaskey  System  or  in 
connection  with  the  daily  outlay  he  will  make  according  to  our 
terms  of  payment  for  a McCaskey  System. 

You  will  find  the  daily  expense  of  a McCaskey  System  in 
“The  Expense  of  a McCaskey  System”  which  is  found  in  this 
section  of  the  manual.  The  expense  of  styles  in  wood  and  num- 
bers 233,  333  and  433  is  figured  at  10%  of  the  purchase  price  per 
year;  the  expense  of  the  systems  giving  fire  protection  is  fig- 
ured at  5%  of  the  purchase  price  per  year.  The  monthly  ex- 
pense is  1/12  of  the  yearly  expense,  and  the  daily  expense  1/30 
of  the  monthly  expense. 

The  daily  outlay  for  the  McCaskey  System  is  1/30  of  the 
deferred  monthly  payment.  Thus  if  the  deferred  monthly  pay- 
ment is  30.00,  -the.. daily  outlay  is  $1.00;  if  $15.00,  the  outlay 
daily  is  50  cents;  if  $10.00,  34  cents;  if  $5.00,  17  cents. 

“How  many  of  the  following  duties  would  you  require  of 
me  before  you  w6#ld  pay  me  a salary  of  cents  a day? 

“How  many  of-the  following  things  would  you  require  me 
to  do  for  an  outlay  of  cents  a day,  with  the  understand- 


620 


McCASKEY  SEELING  POINTS 


ing  that  you  would  make  this  outlay  for  only months, 

after  which  I would  work  for  you  for  20  years,  or  a business 
lifetime,  for  nothing? 

(1)  Protect  your  accounts  from  possible  loss  by  fire  so 
that  in  the  event  that  you  suffer  such  a loss,  you  will  have 
the  necessary  records  to  collect  your  accounts. 

(2)  Protect  your  accounts  from  possible  loss  by  fire  so 
that  in  case  you  suffer  such  a loss,  you  will  have  the  accounts 
themselves  which  the  adjuster  will  require  wdiere  you  do  not 
keep  a daily  record  of  cash  and  credit  sales,  in  order  to  ar- 
rive at  your  sales  since  your  last  inventory.  This  informa- 
tion you  must  have  before  you  can  make  proof  of  loss  and 
collect  your  insurance. 

(3)  Save  tv/o  trips  in  making  the  charge ; these  are  often 
made  where  the  clerk  gets  the  customer’s  book  before  writ- 
ing the  order  and  after  doing  so  returns  it  to  place.  With  the 
McCaskey  but  one  trip  is  necessary. 

(4)  Save  writing  down  the  orders  and  afterwards  re- 
copying them  on  the  customer’s  book. 

(5)  Save  time  lost  in  trying  to  find  a customer’s  book 
which  has  been  misplaced  in  the  rack  or  in  the  store. 

(6)  Save  recopying  telephone  orders  with  added  work 
incident  thereto  at  a time  when  all  of  your  force  is  working 
at  its  greatest  degree  of  efficiency. 

(7)  Save  recopying  solicitor’s  orders  and  the  work  in- 
cident thereto  at  a time  when  your  force  is  working  up  to  its 
highest  degree  of  efficiency  to  get  the  orders  out  promptly, 
and  thus  not  only  save  time  and  work,  but  also  increase  the 
promptness  of  your  delivery. 

(8)  Prevent  forgotten  charges  where  the  clerk  tries  to 
remember  the  items  until  he  goes  to  where  the  customer’s 
book  is  kept  to  make  the  charge. 

(9)  Prevent  forgotten  charges  where  the  clerks  call  the 
charges  to  the  cashier  and  some  of  them,  as  they  do  in  such  in- 
stances, escape  the  cashier. 

(10)  Make  it  easy  for  you  to  get  your  daily  charge  sales 
and  totals. 

(11)  Make  it  easy  for  you  to  get  the  amount  of  your  re- 
ceived on  account  daily. 

(12)  Help  reduce  your  credit  business  where  a charge 
customer  intends  to  pay  cash,  but  where  you  enter  it  in  his 
book  and  he  concludes  to  let  it  go  as  a charge  so  long  as  you 
have  charged  it. 

(13)  Make  it  easy  for  you  to  audit  your  accounts  daily, 
weekly  or  monthly. 

(14)  Economize  in  the  valuable  space  that  your  individual 
book  system  takes. 

(15)  Add  tone  to  your  store  b}^  putting  in  a system  that 
is  in  keeping  with  it. 

(16)  Enable  you  to  keep  in  close  touch  with  your  accounts 
as  they  will  always  be  balanced  and  very  accessible. 

(17)  Make  your  clerks  better  salesmen  by  making  it  un- 
necessary for  them  to  tax  their  minds  with  credit  information 
regarding  your  customers. 

(18)  Enable  you  to  exercise  absolute  control  over  your 

621 


McCASKEY  SEEErN"G  POINTS' 


charge  accounts^  even,  when  absent  by  means  o£  credit  limit 
and.  due  cardsi 

(19)  Rnable  you  to  check  up  promises^  to  pay  by  means  of 
the  dne  cardv 

(20)  Enable  yon  to  see  what  yon  have  outstanding  daily- 
by  means  of  the  McCaskey  Daily  Record  Sheet  and  the  Busi- 
ness Recorder  so  that  you  can  keep  the  amount  below  a certain, 
limit  by  going' over  your  accounts  and  getting  after  those  who^ 
are  delinquent. 

(.2-1)  Enable  you  to  go-  over  your  accounts  in  a few  min- 
utes any  time  with  the  adding  unit  on  the  McCaskey  Cash 
Register  System  and  find  the  amount  of  what  you  have  out- 
standing. 

(22) .  (xlf  he  solfeita^  orders)..  Enable  you  to-  check  your  ser-^ 
vice  out  to  customers  by  arranging  their  accounts  in  the  sys- 
tem in  the  order  your  solicitor  calls  an  them,  and  seeing  that 
he  reports  calls'-  on  each  one; 

(23)  Enable  you  to  save  time  in  getting  out  your  orders 
by  arranging  the  customers  accounts  in  the  order  the  solicitor 
Calls  on  them  so  that  you  can  bring  forward  the  balances  of 
twenty  charge  slips  and  file  them  without  turning  a leaf,  or 
referring  elsewhere.. 

(24)  Enable  you  to  bring  forw'ard  the  customer’s  balance 
from  sight  instead  of  from  memory  as  you  have  to  do  with 
your  system  where  you  must  turn  the  page  showing  the  pre- 
vious balance  before  you  can  enter  the  balance  on  the  next 
charge  and  thus  eliminate  a great  many  errors  made  in  bring- 
ing forward  the  customer’s  balance, 

(25)  Enable  you  to  write  the  order  on  any  sal esbook,  as- 
semble the  goods  and  check  off  the  different  items  as  assem- 
bled and  afterward  handle  the  transaction  as  either  a cash  or 
a credit  sale. 

When  you  sell  a prospect  who  has  been  using  an  individual 
book  system  be  sure  to  leave  the  I to  50  numbers  off  of  any 
books  you  may  sell  him,  so  that  customers  who  have  been  used 
to  having  the  numbered  slips  presented  in  their  numerical  or- 
der. will  not  become  confused  by  their  failure  to  appear  in  that 
otder. 


IN  MEETING  DAYBOOK,  AUTOGRAPHIC 
REGISTER,  ETC. 

The  following  closing  argument  has  been  used  very  effec- 
tively in  situations  where  the  method  of  original  entry  includ- 
ed either  a daybook,  autographic  register,  salesbook  or  file, 
and  the  final  entry  required  either  a ledger,  file  or  statement, 
etc. 

As  in  the  case  of  the  previous  closing  argument,  it  is  con- 
sidered that  you  have  demonstrated  how  the  system  would  do 
all  the  following  acts  ; read  the  paragraphs  prelirninary  to  the 
25  points  brought  out  in  the  previous  argument  with  regard  to 
impressing  the  points  he  likes,  helping  him  to  over  balance 
price  in  his  mind.  Either  the  daily  expense  or  the  daily  outlay 
way  of  proceeding  may  be  used  according  to  the  situation. 
Again  ask  him: 

How  many  of  the  following  duties  would  you  require  of 
me  before  you  would  pay  me  the  salary  of  cents  a day? 

622 


IklcCABKEY  SEELING  POINTS 


How  many  of  the  following  thiirgs  would  you  require  me 
Jto  do  for  an  outlay  of  cents  a day,  with  the  understand- 
ing that  you  would  make  this  outlay  for  only  months^ 

.■after  which  I would  work  for  y-ou  for  20  years  or  a business 
lifetime  for  nothing? 

(1)  Post  and  balaiiice  yonr  accounts, 

(2)  Force  your  clerks  to  charge  all  goods  sold  on  credit. 

(3)  Enforce  credit  e)f  cash  paid  on  account, 

(4)  Enforce  the  credit  of  merchandise  returned  for  credit 
♦on  account 

(5)  Enforce  the  credit  of  produce  brought  in  for  credit  on 
account. 

(6)  Give  the  customer  a statement  of  his  account  to  date 
’with  every  charge  purchase,  or  payment  on  account,  so  that  he 
can  see  at  the  time  the  transaction  takes  place  and  the  details 
are  fresh  in  his  mind  that  his  account  is  absolutely  correct  aP 
ter  a charge  has  heen  added  or  a credit  deducted. 

(7)  Keep  your  accounts  posted  and  balanced  and  ready 
ffor  settlement  at  all  times. 

(8)  Make  it  easy  for  your  customers  to  pay  so  that  thej^ 
can  mail  you  a check  or  drop  in  and  pay  you  a check  and  not 
Pave  to  hang  around  to  see  how  much  they  owe  you.  Some- 
times they  do  not  want  to  wait,  and  when  they  come  back  they 
do  not  have  the  money  left  to  pay  their  bill. 

(9)  Help  your  customers  to  provide  to  meet  their  bills  by 
enabling  them  to  know  without  any  effort  on  their  part,  how 
much  they  owe  at  all  times,  so  they  can  plan  accordingly. 

(10)  Enable  your  customers  by  reason  of  McCaskey  ser- 
vice to  live  within  their  incomes,  if  they  arc  so  inclined-;  if 
not,  enable  you  by  means  of  our  credit  limit  card  to  see  that 
they  do, 

(11)  Enable  you  by  means  of  McCaslcey  service  to  be"at  the 
other  fellow  to  the  customer’s  pay  check,  wheat  check,  stock 
•check,  etc.,  so  that  the  customer,  knowing  what  he  owes  you, 
will  pay  you  in  full. 

(12)  Prevent  charges  or  credits  being  made  to  the  wrong 
account, 

(13)  Make  your  clerks  more  careful  and  accurate  by  im-  ^ 
pressing  on  them  the  fact  that  tke  original  entry  will  serve  as 
the  final  entry. 

(14)  Make  your  clerks  better  salesmen  by  making  it  un- 
necessary for  them  to  tax  their  minds  with  credit  information 
regarding  your  customers, 

(15)  Enable  you  to  exercise  absolute  control  over  your 
charge  accounts,  even  when  absent,  by  means  of  credit  limit 
and  due  cards. 

(16)  Reduce  your  credit  losses  by  reducing  your  bookkeep- 
ing to  a minimum,  enabling  you  to  watch  your  accounts  closely 
and  exercise  absolute  control  over  them,  and  at  the  same  time 
help  your  credit  customers  to  help  themselves  by  means  of 
McCaskey  service. 

(17)  To  stop  loss  of  customers  from  the  following  causes: 

Customers  claiming  they  have  been  charged  with  mer- 
chandise they  never  received. 

Customers  claiming  they  returned  merchandise  for 

credit  and  received  no  credit. 

623 


McCASKEY  SALES  BOOKS 


Customers  claiming  they  paid  cash  on  account  and  re- 
ceived no  credit. 

Customers  going  over  their  itemized  statements,  and 
finding  that  the  prices  you  charged  for  some  items  were 
more  than  they  since  noticed  they  could  buy  them  for  at  a 
price  cutting  store,  or  a mail  order  house,  and  conclude 
that  you  are  high  priced  and  go  elsewhere  to  trade. 

Customers  who  have  once  become  accustomed  to  Mc- 
Caskey  service  will  seek  a merchant  offering  that  service 
when  moving  to  another  town. 

(18)  To  protect  your  business  against  unjust  error  claims 
and  remove  reflections  on  your  business  integrity.  A customer 
will  stop  dealing  with  you  and  go  to  your  competitor,  and  this 
is  what  he  will  say: 

You  charged  him  with  goods  he  did  not  get  and  he 
caught  you  at  it  and  made  you  scratch  off  the  charge. 

You  charged  him  with  goods  he  did  not  get  and  made 
him  pay  for  them. 

You  tried  to  collect  his  bill  twice. 

You  did  not  credit  him  with  money  he  paid  on  account. 

You  did  not  credit  him  with  goods  he  returned  for 
credit. 

You  did  not  credit  him  with  produce  he  brought  in  for 
credit. 

(19)  Enable  you  to  get  new  customers: 

Who  have  had  unpleasant  experiences  with  the  ‘blind’ 
methods  of  handling  accounts  and  who  see  that  McCaskey 
service  would  not  have  permitted  their  unpleasant  experi- 
ences. 

Who  like  to  see  at  all  times  without  any  effort  on  their 
part  what  they  owe  so  as  to  make  the  necessary  provision 
to  meet  their  bills. 

Who  like  to  see  at  the  time  the  transaction  takes  place 
and  the  details  are  fresh  in  their  minds  that  their  account 
is  absolutely  correct  after  a charge  has  been  added  or  a 
credit  deducted. 

Who  like  the  convenience  of  knowing  at  all  times  what 
they  owe  so  that  they  can  mail  a check  at  the  most  con- 
venient time  and  not  have  to  wait  for  a statement. 

Whose  income  will  permit  them  to  expend  but  a cer- 
tain amount  and  in  order  to  keep  their  expenditures  with- 
in this  amount,  they  must  know  from  day  to  day  what 
their  accounts  are  so  they  can  keep  them  within  the  proper 
bounds. 

(20)  Save  for  you  the  gross  profit  you  would  lose  on  cus- 
tomers and  earn  for  you  the  gross  profit  you  would  make  on 
new  ones  gained  by  the  use  of  McCaskey  service. 

At  an  average  trade  per  family  of  $7.00  per  week,  within 
52  weeks  the  business  per  family  will  average  about  $364.00. 
In  placing  the  gross  profit  at  20%,  the  gross  profit  per  family 
will  run  about  $72.80  per  year,  the  amount  earned  per  year  on 
each  customer  gained. 

(21)  Increase  your  profits  by  increasing  your  business 
with  the  customers  you  now  have,  rf or  many  of  them  have  ac- 
counts with  your  competitors  which  they  wpjul;^  close  if  you 

624 


McCASKEY  SELLING  POINTS 


gave  them  this  service,  as  they  would  want  it  to  show  their 
total  purchases  in  your  line  of  merchandise, 

(22)  (If  he  does  not  have  his  accounts  protected  from  pos- 
sible loss  by  fire) — Protect  your  accounts  from  possible  loss 
by  fire  so  that  in  case  you  have  a fire  you  will  have  the  neces- 
sary records  to  collect  your  accounts, 

(23)  (If  his  accounts  are  unprotected  from  possible  loss  by 
fire  and  if  he  does  not  keep  a separate  record  of  his  cash  and 
credit  sales) — Protect  your  accounts  against  possible  loss  by 
fire  so  that  you  may  have  them  to  utilize  in  getting  the  neces- 
sary information  to  make  the  necessary  proof  of  loss  in  order 
to  collect  your  insurance, 

(24)  If  he  does  his  own  posting) — Save  you  from  one  hour 
to  four  hours  a day  posting  your  accounts, 

(25)  Save  you  the  expense  of  a cashier  or  bookkeeper  if 
his  or  her  time  is  taken  up  exclusively  with  customers’  ac- 
counts; if  not,  enabling  him  to  do  considerable  of  productive 
work  toward  earning  his  own  salary. 

(26)  Save  you  losses  due  to  unposted  items  when  you  set- 
tle with  your  customers. 

(27)  Save  you  postage  on  itemized  statements, 

(28)  Enable  you  to  keep  in  close  touch  with  your  accounts 
as  they  will  always  be  posted  and  balanced  to  date,  and  ver}" 
accessible. 

(29)  Reduce  the  amount  of  your  outstanding  accounts  by 
from  25%  to  50%, 

(30)  Reduce  the  amount  of  capital  necessary  to  running 
your  business  by  keeping  the  amount  of  your  outstanding  ac- 
counts down  to  a minimum. 

(31)  Enable  you  to  see  what  you  have  outstanding  daily 
by  means  of  the  McCaskey  Daily  Record  Sheet  and  the 
McCaskey  Business  Recorder  so  that  you  can  keep  the  amount 
below  a certain  limit  by  going  over  your  accounts  and  getting 
after  those  who  are  delinquent. 

(32)  Enable  you  to  go  over  your  accounts  in  a few  minutes 
at  any  time  with  the  adding  unit  of  the  McCaskey  Cash  Reg- 
ister System  and  find  the  amount  of  what  you  have  outstand- 
ing. 

(33)  Save  the  time  and  work  of  making  itemized  state- 
ments. 

(34)  Save  you  the  expense  of  buying  ledgers  or  loose  leaf 
ledgers  and  fillers. 

(35)  Save  you  the  expense  of  statement  blanks. 

(36)  (If  he  solicits  orders)— Enable  you  to  check  your  ser- 
vice out  to  your  customers  by  arranging  their  accounts  in  the 
system  in  the  o-rder  yotir  solicitor  calls  on  them  and  seeing 
that  he  reports  callingr,  c^.  ea^E  one. 

(37)  (If  he  solicits  ahd  uses  an  alphabetically  arranged  de- 
tached system) — Enable  you  to  save  time  in  getting  out  your 
orders  by  arranging"1th£?"efitomers’  accounts  in  the  order  the 
solicitor  calls  on  them  .SO.,  tbaf,  ypu  can  bring  forward  the  bal- 
ances of  twenty  charge  slips  and  file  them  without  turnmg  a 
leaf  or  referring  elsewhehe. 


McCASKEY  SELLING  POINTS 


IN  HANDLING  THE  PRODUCE  SALE 

Let  me  make  clear  to  you  how  easily  and  effectively  the 
McCaskey  System  handles  the  produce  sale: 

A produce  transaction  is  made  of  two  elements ; the  taking 
into  stock  of  produce  and  the  paying  for  it  in  cash  or  its 
equivalent.  Produce  is  taken  into  stock  as  a purchase  and  the 
payment  for  it  is  handled  as  a ‘cash  sale’  a ‘received  on  ac- 
count’ or  a ‘paid  out  for  stock’. 

The  payment  for  the  produce  taken  into  stock  as  a pur- 
chase, is  handled  as  a ‘received  on  account’  when  the  customer 
is  given  credit  on  account  for  it  whether  he  has  a debit  balance 
or  not ; as  a ‘paid  out  for  stock’  when  the  customer  is  given 
cash  for  it ; as  a cash  sale  when  the  customer  is  given  its  equi- 
valent in  merchandise. 

The  produce  transaction  should  be  handled  so  that  the 
equilibrium  of  the  following  accounts,  cash,  accounts  receiv- 
able, merchandise  account,  etc.,  will  not  be  disturbed.  The 
amount  of  a produce  transaction  that  is  recorded  as  ‘paid  out 
for  stock’  must  be  set  off  by  one  or  more  of  the  following: — 
‘received  on  account,’  ‘cash  sale,’  etc.,  or  the  cash  will  be  thrown 
out  of  balance. 

When  it  is  desired  to  ascertain  when  produce  is  showing  a 
profit  or  a loss,  it  is  departmentized  and  handled  separately. 
To  do  this  the  merchant  can  keep  a separate  account  running 
in  the  Controlling  Section,  a one  column  account  which  will 
keep  absolute  track  of  the  produce  bought  from  the  farmers. 
The  figures  will  be  obtained  from  the  Daily  Record  Sheet 
where  entries  should  be  made  each  time  produce  is  handled  so 
that  the  accounts  will  alwaj^s  balance.  In  the  Sales  Distribu- 
tion sections  he  can  keep  a column  with  a department  symbol 
key,  such  as  “PRO”  to  indicate  the  sales  of  produce,  handling 
it  like  any  other  department  sales  through  registration  on  the 
detail  strip  of  the  cash  register  system. 

To  inaugurate  this  plan  it  is  necessary  to  take  an  inventory 
of  the  produce  on  hand  and  put  it  in  on  the  line  brought  for- 
ward in  the  Produce  Purchased  column  of  the  Controlling  Sec- 
tion. He  can  always  balance  his  two  columns,  of  produce 
purchased  and  produce  sold  at  any  time  he  wishes  or  at  the 
end  of  each  month  to  ascertain  his  profit  or  loss  in  the  hand- 
ling of  produce. 

In  the  use  of  the  McCaskey  Cash  Register  System  or  Sec- 
tion each  transaction  is  rung  up  separately.  If  it  is  handled 
as  a purchase,  entry  is  made  on  the  Daily  Record  Sheet  as 
‘paid  out  for  stock’;  the  part  that  is  credited  on  the  account  is 
rung  up  as  ‘received  on  account’.  Any  part  that  represents  a 
‘cash  sale’  is  rung  up  as  a ‘cash  sale’;  in  this  manner  the  re- 
ceipts balance  the  paid  outs  and  the  equilibrium  of  the  ac- 
counts and  cash  drawer  is  maintained. 

Following  are  some  examples  of  typical  produce  transac- 
tions showing  how  the  accounts  are  maintained  at  a balance: 

When  produce  is  taken  into  stock  as  a purchase — a cus- 
tomer brings  in  $8.00  worth  of  produce  and  is  given  its  equiv- 
alent in  merchandise. 

Paid  out  for  stock  (record  on  Daily  Record 


Sheet)  8.00 

Cash  sale  (rung  up  on  the  cash  system)  8.00 

626 


McCASKEY  SELLING  POINTS 


A customer  having  a debit  of  $20.00  brings  in  $8.00  Vv^orth  of 
produce  and  is  given  $3.00  v/orth  of  merchandise  and  credit  on 


account. 

Charge  sale  (handled  on  register,  etc.)  ..$3.00 

Account  forwarded  (handled  on  register,  etc.)  23.00 

Paid  out  for  stock  (Daily  Record  Sheet)  800 

Received  on  account  (cash  register  system  and 

Daily  Record  Sheet)  8.00 


THE  DOLLAR  IN  THE  CASH  DRAWER 

Frequently  a merchant  will  state  that  he  has  no  need  for 
the  department  classification  offered  by  the  McCaskey  Cash 
Register  System.  An  exceptionally  practical  reply  that  aids 
in  selling  many  of  the  McCaskey  Cash  Register  Systems  lies 
in  analyzing  for  the  merchant  the  dollars  he  places  in  his 
cash  drawer.  Pie  will  be  inclined  to  think  that  every  dollar 
means  the  same  to  him,  but  he  can  be  quickly  dissuaded  from 
this  view. 

The  condition  in  a service  station  offers  a distinct  in- 
stance. On  a certain  date  an  actual  service  station  owner 
was  paying  18c  for  gas,  selling  it  at  22c  and  making  an  approx- 
imate gross  profit  of  18%  ; he  was  paying  60c  for  oil,  selling 
at  a dollar  and  showing  a gross  profit  of  40%  ; he  was  selling 
tires  at  a 20%  gross  profit;  chains  and  other  accessories 
at  from  25%  to  35%  gross  profit;  his  gross  profit  on  a car 
wash  was  placed  at  60%.  Did  every  dollar  in  his  cash  drawer 
mean  the  same  to  him  when  he  considered  that  the  dollar 
from  oil  sales  did  twice  as  much  to  aid  him  in  operating  his 
business  and  making  a profit  as  the  dollar  from  gas  sales? 
It  is  this  factor  which  makes  it  imperative  for  every  business 
seriously  seeking  to  make  a successful  return  to  keep  depart- 
ment records  and  know  what  each  department  is  doing. 

Through  building  up  the  departments  which  bring  in  the 
greatest  gross  profits,  and  pushing  such  sales,  the  manager  of 
a business  is  enabled  to  take  definite,  intelligent  steps  to  in- 
crease the  income  from  his  business. 


CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  How  does  McCaskey  System  make  it  easy  for 
customers  to  pay  their  accounts?  For  merchants 
to  collect? 

2 —  In  what  ways  does  the  McCaskey  System  help  the 
merchant?  The  customer?  The  clerk?  The 
bookkeeper  ? 

3 —  What  are  the  three  fundamental  steps  to  be  taken 
toward  selling  McCaskey  System? 

4 —  Name  14  actual  losses  which  merchants  face  in 
business.  How  does  the  McCaskey  eliminate 
these  losses? 

5 —  Name  3 possible  losses.  How  does  the  McCaskey 
eliminate  them? 

6—  What  is  meant  by  '‘Selling  by  comparison?^’  Give 
examples. 

7_What  is  an  investment?  How  is  it  measured? 
Present  the  McCaskey  System  as  an  investment. 

627 


McCASKEY  SELLING  POINTS 


8 —  Give  an  investment  ap-peal  which  tends  to  inter- 
est an  elderly  merchant;  a young  man  in  business. 

9 —  What  is  expense?  Illustrate.  Discuss  the  expense 
of  a McCaskey  System. 

10 —  Plow  does  the  McCaskey  System  solve  the  ‘bad 
debt"'  problem? 

11 —  V/hat  are  the  bad  debt  losses  in  terms  of  percen- 
tage in  the  clothing  business?  Coal?  Drug? 
Grocery?  Tire?  Shoe? 

12 —  Give  an  effective  closing  argument  to  be  used 
where  your  prospect  uses  or  favors  the  “Individ- 
ual Book  System. 

13 —  Give  an  effective  closing  argument  to  be  used 
where  your  prospect  uses  or  favors  the  daybook 
and  ledger,  autographic  register,  etc. 

14 —  How  does  the  McCaskey  System  m-ake  it  easy  to 
handle  the  produce  sale? 

15 —  Give  an  example  to  illustrate  why  department 
sales  records  are  necessary  to  correctly  judge  the 
dollars  in  the  cash  drawer. 


629 


McCASKEY  SERVICE  METHODS 


Chapter  X 

McCaskey  Service  Metkods 

The  manufacture  and  distribution  of  such  a mechanical 
device  as  the  McCaskey  Cash  Register  adding  and  register- 
ing unit  and  the  McCaskey  Adding  Machines  presupposes  the 
introduction  of  service  methods  and  service  agencies  toward 
maintaining  consistent  operation  of  the  machines  in  the  hands 
bf  the  users  of  the  company’s  products.  The  McCaskey  ser- 
vice methods  are  truly  modern.  They  have  been  developed 
as  the  result  of  a typically  modern  experience  with  a marked- 
ly modern  device. 

The  rugged  build  of  the  machines,  the  factor  of  a mini- 
mum of  delicate  parts  and  wide  experience  in  the  handling 
of  business  equipment  and  in  the  forming  and  executing  of 
service  policies  have  combined  to  make  it  possible  for  the 
company  to  inaugurate  a method  of  meeting  service  needs 
with  simplicity  and  thoroughness.  Success  in  eliminating  dif- 
ficulties has  resulted  in  success  in  doing  awa3^  with  the  causes 
of  difficulties  to  a large  extent  and  the  McCaskey  machines 
of  today  call  less  and  less  for  attention  in  the  field  of  prac- 
tical service. 

Where  the  customer  and  salesman  and  company  have  a 
common  understanding  of  the  plans  by  which  service  calls  are 
handled,  there  need  be  no  confusion  or  delays  in  the  obtain- 
ing of  prompt  service.  The  need  for  adjustment  or  repairs  is 
explained  in  this  chapter;  also  steps  necessary  to  service.  The 
more  general  complaints  are  enumerated  together  with  the 
specific  instructions  for  handling  them  with  satisfaction.  In 
order  that  the  salesman  recognize  and  be  able  to  explain  the 
few  leading  causes  of  trouble,  they  are  enumerated  in  this 
section  together  with  instructions  as  to  how  the  difficulties 
may  be  located  and  remedied. 

The  McCaskey  Guarantee 

The  McCaskey  cash  register  and  adding  machine  products 
carry  a one-year  guarantee  of  successful  operation.  This  guar- 
antee is  mailed  with  the  invoice  to  the  customer  and  is  clear- 
ly worded.  It  reads: 

“The  McCaskey  Register  Company  hereby  certifies  that 
Adding  Machine  No covered  by  invoice  bear- 

ing even  date  herewith  is  warranted  to  be  in  good  and  usable 
condition,  and  that  it  will  remain  in  good  usable  condition  for 
a period  of  one  year  from  date  hereof,  provided  said  machine 
receives  proper  care  and  treatment.  And  the  McCaskey  Regis- 
ter Company  further  agrees  that  in  case  said  machine  should 
get  out  of  order  through  ordinary  and  proper  use  during  said 
period  of  one  year,  that  it  will  make  all  necessary  repairs  and 
adjustments  without  charge  to  purchaser  at  its  factory.  Alli- 
ance, Ohio,  providing  said  machine  is  returned  to  it  at  said 
factory,  and  the  McCaskey  Register  Company  agrees  to  re- 
turn said  machine  after  it  has  been  repaired  to  original  point 
of  shipment,  shipping  charges  one  way  to  be  paid  by  The 
McCaskey  Register  Company,  the  holder  of  this  guarantee  to 

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McCASKEY  SERVICK  METHODS' 


pay  shipping  charges  one  way.  This  agreement  does  not  applv 
to  any  machine  which  becomes  out  of  repair,  or  damaged,  or 
requires  replacement  through  abuse,  accident,  violence  or  im- 
proper use  of  said  machine  and  is  null  and  void  if  the  said 
machine  is  repaired  or  altered,  or  attempted  to  be  repaired  or 
altered  by  any  other  person  than  an  employee  of  The  McCaskey 
Register  Co.” 

Tke  Recognized  Need  For  Service 
The  McCaskey  Register  Company  does  not  presume  that 
McCa.skey  registering'  and  adding  machines  will  not  get  out 
of  or^ier.  Such  perfection  in  manufacture  and  materials  has 
never  been  attained  and  once  these  products  were  ready  for 
distribution  there  v/as  a recognized  need  for  service.  Each 
machine  is  thoroughly  tested  and  inspected  before  it  leaves 
the  factory.  As  far  as  skilled  mechanics  can  learn  each  is 
ready  for  years  of  consistent,  practical  service. 

However,  from  the  hour  it  leaves  the  factory  and  is  placed 
in  the  care  of  the  transportation  company  for  shipment,  each 
machine  is  called  upon  to  undergo  certain  transportation 
trials.  The  majority  of  the  machines  are  properly  handled 
and  reach  their  destination  as  ready  to  operate  as  when  they 
were  last  tested  at  the  factory.  Others,  mishandled  or  acci- 
dentally jolted  and  jammed,  reach  their  destination  in  an  un- 
satisfactory condition. 

Shipments  are  made  according  to  the  customer's  contract, 
F.  O.  B.  Alliance.  The  transportation  comipany  signs  a receipt 
for  each  shipment  in  good  condition;  agrees  to  deliver  it  in 
good  condition  and  is  liable  for  cost  of  repair  or  replacement 
in  case  of  damage.  The  transportation  com.panies  charge  a 
higher  rate  for  shipments  of  a fragile  character  as  compared 
with  others  and  this  higher  rate  is  paid  to  obtain  the  full  pro- 
tection neccssar}^  Nothing  therefore  absolves  the  transpor- 
tation company  where  damage  results  in  transit. 

In  other  cases,  carelessness  on  the  part  of  the  individuals 
handling  the  shipment  after  delivery  has  tendency  to  result  in 
dam.age.  Lack  of  care  in  unpacking  has  been  responsible  for 
trouble.  As  stated,  mechanically  operated  devices  of  the  add- 
ing machine  type  are  inclined  at  times  to  require  attention. 
The  company  appreciates  this  condition  and  is  ready  to  meet 
it. 

Whenever  a cash  register  or  adding  machine  arrives  out 
of  order,  the  carrier's  agent  at  the  destination  should  be  noti- 
fied as  soon  as  the  shipment  has  been  unpacked  so  that  the 
carrier's  agent  can  make  his  report  upon  the  paid  transpor- 
tation receipt.  If  the  damage  be  of  a concealed  nature  the 
customer  should  comply  with  all  instructions  regarding  the 
handling  of  concealed  damage  given  in  Chapter  XI,  “Sales- 
manship In  Co-operation." 


THE  McCASKEY  SERVICE  PLAN  IN  DETAIL 

Service  or  adjustments  are  handled  by  the  company 
through  correspondence  with  the  customer,  by  employment  of 
authorized  service  stations  in  the  customer's  community  or 
by  return  to  the  factory  for  repairs  or  for  permanent  replace- 
ment. There  are  additional  instances  where  the  call  for  ser- 
vice is  made  direct  to  the  salesman  or  to  the  division  office 
and  the  adjustment  or  repairs  satisfactorily  handled  in  the 
field. 

When  a trouble  call  is  received  the  most  important  in- 

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McCASKEY  SERVICE  METHODS 


formation  necessary  to  determining  what  method  will  most 
quickly  and  effectively  give  permanent  satisfaction  is  the  in- 
formation as  to  what  is  wrong  with  the  machine.  This  does  not 
jxequire  a mechanical  description,  but  a report  as  to  what  the 
machines  does  that  it  should  not  do — or  what  it  does  not  do 
that  it  should  do.  Time  is  lost  and  service  to  the  user  is  im- 
paired where  it  is  necessary  to  carry  on  extended  correspond- 
ence to  obtain  a more  complete  description  of  what  the  trouble 
is  than  that  given  in  the  first  report 

The  greatest  percentage  of  troubles  is  cleared  up  by  cor- 
respondence. Records  for  a period  of  several  years  show  42% 
of  all  calls  to  have  been  satisfactorily  cared  for  in  that  man- 
ner. This  indicates  that  the  great  majority  of  troubles  result 
from  minor  causes  and  that  v/here  proper  information  is  given 
as  to  the  trouble  on  first  report,  a quicker,  more  satisfactory 
adjustment  will  be  effected  by  correspondence  than  by  other 
possible  methods. 

In  the  case  of  adjustment  by  correspondence  with  the  cus- 
tomer, written  instructions  are  given  which  can  either  be  fol- 
lowed successfully  by  the  customer  himself  or  by  a local  me- 
chanic called  to  his  aid. 

Where  it  is  not  possible  to  definitely  outline  to  a customer 
just  how  an  adjustment  should  be  made,  the  most  effective 
and  prompt  service  is  rendered  by  the  customer  taking  the 
machine  to  the  service  man  and  obtaining  immediate  attention. 
This  is  the  manner  in  which  most  of  the  adjustments  by  ser- 
vice station  are  handled. 

In  other  cases  instructions  are  sent  by  the  company  to 
the  service  man  to  call  on  the  customer;  at  the  same  time  the 
customer  is  urged  to  follow-up  the  request  by  getting  in  touch 
with  the  service  man  and  preventing  delay  in  correction  of 
the  trouble.  In  territories  where  an  authorized  service  station 
is  not  located  near  the  customer,  the  customer  is  informed 
that  repairs  can  be  handled  by  shipping  the  machine  to  the 
nearest  specified  service  station  or  by  shipping  it  to  the  fac- 
tory. When  shipment  to  the  factory  is  suggested,  the  custom- 
er is  offered  the  loan  of  a machine  to  use  while  repairs  to  his 
machine  are  being  made.  The  loaned  machine  is  sent  for 
temporary  use  without  charge  except  for  the  transportation 
charges  on  the  loaned  machine. 

Replacement  by  shipping  a new  machine  in  an  even  trade 
for  the  customer’s  damaged  one  is  a method  followed  only  in 
extreme  instances  and  where  the  machine  returned  is  abso- 
lutely new,  and  in  a case  where  a complete  report  of  the  trou- 
ble and  conditions  have  been  furnished  the  company.  The 
salesman  should  never  promise  a customer  a new  machine  in 
replacement  for  a damaged  one  until  authorized  to  do  so  by 
the  company. 

Aside  from  adjustments  made  in  the  field  by  salesmen  and 
division  offices,  the  company  recognizes  four  methods  of  ad- 
justment and  repair  of  cash  registers  and  adding  machines : 

1 —  By  correspondence  with  customer  and  written  in- 

structions which  the  customer  or  local  mechanic 
can  follow; 

2 —  By  instructions  to  authorized  service  station  in  cus- 

tomer’s community; 


703 


McCASKEY  SERVICE  METHODS 


3 —  By  return  of  machine  to  the  factory  for  repair  and 

reshipment,  and  the  loan  of  a machine  for  tempor- 
ary use ; 

4 —  By  replacement  of  the  damaged  machine  with  a new 

machine  on  company  order. 

Response  to  a service  call  cannot  always  be  a cold  set  of 
instructions  along  the  lines  of  the  1,  2,  3,  or  4 methods  named. 
In  some  cases  it  will  be  necessary  to  check  over  several  causes 
to  determine  the  proper  adjustment  to  be  made.  Every  case 
must  be  carefully  studied  and  then  handled  with  the  customer 
along  the  best  procedure  determined  upon. 

The  company  letter  to  a customer  will  point  out  the  pos- 
sible causes  that  would  result  in  the  trouble  faced,  explain 
where  to  look  for  the  difficulties  and  how  to  proceed  to  make 
the  adjustment.  In  ease  of  doubt  as  to  whether  the  prelim- 
inary instructions  will  entirely  overcome  the  difficulties,  fur- 
ther explanation  is  made  to  the  extent  that  the  situation  might 
best  be  handled  by  a McCaskey  service  station  or  by  return  of 
the  machine  to  the  factory,  or  giving  the  customer  the  op- 
tion of  shipping  the  machine  to  the  nearest  McCaskey  service 
station  or  returning  it  to  the  factory.  If  the  customer  chooses 
to  return  the  machine  to  the  factory,  and  the  conditions  sur- 
rounding the  case  make  it  appear  advisable,  a machine  is 
loaned  for  use  while  the  customer’s  machine  is  being  repaired* 
The  McCaskey  method  of  arranging  for  service  by  corres- 
pondence will  be  seen  to  offer  first  the  plan  which  it  is  be- 
lieved will  result  in  quick  adjustment,  next — recommendations 
as  to  the  best  step  in  case  the  preliminary  suggestions  do  not 
solve  the  difficulty,  and  finally,  shipment  to  the  factory  in 
cases  where  the  first  suggested  methods  fail. 

The  McCaskey  Service  Department  is  continually  posted 
as  to  all  changes  in  McCaskey  cash  register  system  models. 
Careful  study  is  made  of  each  service  case  and  the  remedies 
applied  where  trouble  has  developed.  Consequently,  the  de- 
partment is  most  ably  informed  to  go  into  detail  in  a manner 
that  in  the  large  majority  of  cases  corrects  existing  evils  in 
short  order  by  written  advices. 


TEN  MINOR  ADJUSTMENTS  FOR 
FIELD  CORRECTION 

Following  is  a list  of  ten  minor  adjustments  which  the 
salesman  is  able  to  recognize  and  in  the  large  majority  of 
eases  correct  himself  or  explain  to  a customer  or  local  me- 
chanic how  to  correct  them  in  the  field. 

1 —  Ribbon  not  reversing  properly — 

2 —  One  key  not  remaining  depressed — 

3 —  One  row  of  keys  not  remaining  depressed — 

A — Entire  keyboard  not  remaining  depressed— 

5 —  Operating  handle  locked — 

6 —  Detail  strip  not  spacing  properly^ — 

7 —  Detaih  strip  not  rewinding  properly — 

8 —  Lever  operation  stopped — 

9 —  Madhine  not  adding  correctly — 

10 —  Cash  drawer  not  operating  freely — 

1 — Ribbon  not  fever  sing  properly:  Make  sure  that  the  rib- 
bon is  fastened  securely  to  the  spool  spindle  so  as  to -prevent 

704' 


McCASKEY  SERVICE  METHODS 


the  spool  turning  inside  the  spring  which  grips  the  ribbon  to 
the  spool.  If  this  does  not  correct  the  trouble,  it  is  likely 
caused  by  a slight  binding  in  the  automatic  reverse  mechan- 
ism. In  some  earlier  models  and  occasionally  on  a new  ma- 
chine this  mechanism  becomes  lodged  on  dead  center.  It  is 
usually  traceable  to  the  operation  of  the  machine  itself,  as 
there  is  little  danger  of  this  trouble  resulting  if  the  operation 
of  the  handle  is  made  with  uniformity  of  stroke. 

Where  the  trouble  develops,  in  most  cases,  the  shift  can 

be  thrown  by  placing  the  hand  on  the  ribbon  spool  that  is 

fully  wound,  holding  it  firmly  so  that  it  will  not  turn,  and 
then  operating  the  lever  15  or  20  times.  Where  this  does  not 

clear  up  the  trouble,  it  is  necessary  to  remove  the  cover  or 

case  of  the  registering  and  adding  unit  and  examine  the  re- 
verse mechanism  which  is  located  in  the  rear  of  the  machine 
immediately  beneath  the  detail  strip  roll  carriage.  If  trouble 
with  this  part  should  continue  due  to  a weakness  in  the  spring, 
a new  spring  can  be  furnished  and  very  easily  placed  in  posi- 
tion after  the  cover  has  been  removed. 

2 —  One  key  not  remaining  depressed: — This  is  an  indica- 
tion that  the  key  post  is  being  obstructed  so  that  it  cannot  be 
depressed  far  enough  to  permit  the  key  rack  to  slide  over  into 
the  groove  of  that  particular  key  to  hold  it  down.  The  cor- 
rection for  this  trouble  with  one  or  more  individual  keys  is 
to  place  a small  block  of  wood,  rounded  at  the  bottom,  just 
inside  the  nickel  plated  key  ring  and  tap  the  key  down  lightly 
until  it  will  depress  far  enough  to  permit  the  rack  to  slide 
over  and  hold  it  depressed.  Though  the  method  of  adjustment 
is  simple,  it  will  be  found  to  be  effective. 

3 —  One  row  of  keys  not  remaining  depressed : — The  cause 
is  most  likely  to  be  found  in  the  key  rack  binding.  There  is 
one  rack  immediately  under  the  keyboard  and  extending  the 
full  length  of  each  row  of  keys  on  each  side.  If  one  of  these 
racks  should  be  binding  at  one  of  the  supporting  ends,  so  as 
to  prevent  the  rack  from  sliding  into  the  groove  which  holds 
the  key  post  down  when  it  is  depressed,  the  trouble  can  be 
corrected  by  removing  the  cover  and  slightly  bending  the 
binding  rack  at  the  supporting  end  to  give  it  a free  movement. 
It  is  not  always  necessary  to  remove  the  cover,  as  in  many 
cases  just  a slight  jar  of  the  machine  will  correct  this  trouble. 

These  parts  are  fitted  and  carefully  tested  before  the 
machine  passes  inspection,  yet  sometimes  a piece  of  filing,  or 
a damage  in  transit  or  a dent  in  the  case  may  cause  the  trou- 
ble. When  it  develops,  it  is  usually  with  the  new  machines 
and  traceable  largely  to  vibrations  or  rough  treatment  in  trans- 
portation. It  is  a simple  matter  to  correct,  it  the  customer  or 
local  mechanic  know  where  to  look  for  it. 

•r^Entire  keyboard  not  remaining  depressed all  prob- 
ability this  is  because  the  shuttle  bar  in  the  back  of  the  ma- 
chine has  lodged  in  the  upward  position,  the  same  as  it  does 
when  the  total  key  is  depressed.  When  the  total  key  is  de- 
pressed this  shuttle  bar  rises  and  spreads  the  key  racks  for 
each  row  apart  and  permits  the  keys  on  the  keyboard  to 
restore  to  normal  position.  A slight  rough  surface  on  these 
parts  of  a new  machine  might  cause  this  shuttle  bar  to  bind 
so  that  the  spring  would  not  be  strong  enough  to  restore  it  to 
normal  position. 

In  a case  of  this  kind  it  is  recommended  to  simply  strike 
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McCASKEY  SERVICE  METHODS 


the  keyboard,  then  the  total  key,  with  the  palm  of  the  hand. 
If  that  does  not  release  it,  give  the  entire  machine  a slight 
jar.  If  the  trouble  remains  yet  uncorrected,  it  is  necessary  to 
remove  the  case  and  restore  the  shuttle  bar  to  its  normal  posi- 
tion, making  an  examination  to  determine  where  it  is  bind- 
ing. The  last  named  step  is  rarely  necessary.  This  shuttle 
bar  is  saw-tooth  in  appearance  and  is  at  the  back  of  the  ma- 
chine. It  operates  to  an  upward  position  when  the  total  key  is 
depressed;  and  should  be  restored  downward  to  a normal  posi- 
tion when  the  total  key  is  released.  It  is  easily  located  when 
the  case  of  the  machine  is  removed. 

5 —  Operating  handle  locked: — Examine  the  typebars — each 
typebar  should  have  a slight  upward  and  downward  movement, 
but  little  more  than  a thirty-second  of  an  inch.  If  one  of 
these  typebars  appears  to  be  binding,  take  a screw  driver  or 
similar  instrument,  hold  it  directly  on  top  of  the  typebar 
and  strike  it  with  the  palm  of  the  hand.  If  the  locking  is 
caused  by  binding  at  that  point,  the  machine  will  release.  The 
same  trouble  will  seldom  be  repeated. 

If  the  trouble  should  continue  to  develop,  report  should 
be  made  to  the  company  and  from  that  point  steps  will  be 
taken  to  have  it  examined  by  a service  station  or  to  have  it 
shipped  to  the  factory. 

If  the  locking  of  the  machine  is  not  corrected  by  the  method 
outlined  above,  it  is  recommended  that  first  the  total  key  and 
then  the  entire  keyboard  be  struck  with  the  palm  of  the  hand; 
next  give  the  entire  machine  a firm  jar.  Where  this  order  of 
procedure  does  not  release  the  machine,  the  case  should  be 
removed  and  the  lever  or  dog  on  the  right  hand  side,  locking 
the  handle,  should  be  raised  so  as  to  permit  the  handle  to  be 
restored  backward  to  its  normal  position.  If  the  cause  of 
the  locking  is  of  a minor  nature,  due  to  some  irregularity  in 
which  the  machine  handle  was  operated,  the  unlocking  of  the 
machine  will  release  and  the  machine  can  be  continued  in  use. 
If  it  is  yet  giving  trouble,  company  attention  or  station  re- 
pair service  is  in  order. 

The  lever  or  dog  referred  to  is  located  on  the  right  side 
of  the  machine,  backward  and  a little  higher  than  the  handle 
shaft.  Its  function  is  to  force  the  completion  of  a full  for- 
ward stroke  of  the  handle  before  permitting  the  handle  to 
return  to  the  backward  normal  position.  Where  the  handle 
would  otherwise  be  permitted  to  be  pulled  part  way  forward 
only  and  then  returned  to  normal,  incorrect  addition  might  re- 
sult. Where  release  is  effected  after  a machine  has  been 
locked,  test  the  machine  for  correct  addition  before  replacing 
the  case.  If  it  operates  correctly,  the  trouble  was  minor  and 
4n  all  probability  will  not  develop  again 

Proper  use  of  the  machine,  keyboard  and  handle  in  parti- 
cular, will  go  far  to  avoid  such  locking  troubles.  If  the  keys 
are  held  down  with  one  hand  while  the  handle  is  operated 
with  the  other,  there  is  danger  not  only  of  the  machine  lock- 
ing but  of  some  of  the  parts  binding;  in  such  a case  correc- 
tion of  the  difficulties  resulting  might  not  be  as  easily  obtain- 
ed. In  the  use  of  the  McCaskey  adding  machine,  instructions 
are  to  operate  both  keyboard  and  handle  with  the  right  hand, 
leaving  the  keyboard  entirely  free  from  pressure  while  the 
liandle  operates.  ''  ‘• 

6 —  Detail  strip  not  spacing  properly: — This  is  caused  in 
most  instances  by  iThe  detail  strip  carriage  or  the  rewind  as- 

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McCASKEY  SERVICE  METHODS 


sembly  being  bent  and  the  carriage  sprung  so  that  the  spacing 
pawl  is  not  permitted  to  operate  freely.  The  bending  of  these 
parts  often  occurs  when  the  machine  is  being  lifted  from  the 
packing  case  or  carried  about  the  store,  the  detail  strip  rewind 
being  used  as  a handle.  The  instruction  booklet  cautions 
against  the  use  of  this  part  as  a handle  with  specific  intent  to 
aid  in  avoiding  this  trouble. 

Generally,  if  the  parts  are  not  too  badly  bent,  they  can  be 
restored  without  the  returning  of  the  machine  to  the  factory, 
The^  principle  upon  which  this  spacing  mechanism  works  is 
simple — a small  plunger  extends  upwards  through  the  casing 
of  the  machine  and  with  each  operation  of  the  handle,  it  raises 
the  spacing  pawl.  If  the  trouble  is  not  found  in  the  spacing 
pawl,  spring  or  ratchet,  an  examination  should  be  made  of  the 
plunger  to  see  that  it  is  working  freely,  not  binding  against 
the  case.  The  bending  of  the  rewind  carriage  causes  most  of 
the  trouble  where  the  rewind  is  not  working  properly. 

7 —  Detail  strip  not  rewinding  properly — Where  the  detail 
strip  runs  crookedlj'-  or  does  not  wind  properly,  the  first  step 
is  to  check  the  manner  in  which  the  detail  strip  is  threaded  ; 
the,  paper  should  come  from  under  the  supply  spool  as  illus- 
trated in  the  instruction  booklet.  Investigation  should  also  be 
;made  to  be  sure  that  the  shaft  on  which  the  paper  rewinds  is 
not  binding;  also  that  the  belt  has  sufficient  tension  to  turn 
the  shaft  under  normal  operation  of  the  machine. 

8 —  Lever  operation  stopped: — In  early  models  the  main 
link  stop  assembly  arm  was  not  as  substantial  as  in  present 
models.  This  is  the  connecting  mechanism  which  operates  the 
plunger  for  opening  the  cash  drawer  when  the  handle  of  the 
registering  and  adding  unit  is  pulled  forward.  If  the  cash 
drawer  plunger  happens  to  be  binding  so  that  it  requires  more 
than  ordinary  force  to  operate  it,  the  main  link  stop  assembly 
arm  might  be  snapped  off.  This  part  is  located  just  inside 
the  case  on  the  shaft  to  which  the  handle  of  the  machine  is 
fastened.  Were  this  part  broken,  the  handle  would  not  oper- 
ate the  registering  unit;  neither  would  it  open  the  cash  draw- 
er. 

The  assembly  arm  can  be  easily  replaced  on  the  machine 
after  the  case  has  been  removed  and  wherever  trouble  of  this 
kind  develops  quicker  service  can  be  had  by  having  the  com- 
pany forward  the  new  part  to  replace  the  broken  one. 

9 —  Machine  not  adding  correctly: — Often  this  too  is  the 
result  of  some  minor  cause,  or  failure  to  operate  the  machine 
properly.  Quicker  service  action  is  possible  in  cases  of  this 
nature  if  the  report  of  trouble  includes  as  well  a section  oi 
the  detail  strip  of  the  machine  showing  just  what  the  error 
is.  Assurance  should  be  obtained  that  the  adding  machine 
was  clear  at  the  time  the  listing  or  calculation  was  begun,  and 
that  a clear  total  signal  appears  on  the  detail  strip.  This  lat- 
ter suggestion  is  important  because  it  establishes  at  once 
whether  or  not  the  incorrect  addition  is  machine  trouble  or 
simply  improper  operation  of  the  machine,  or  the  operation 
of  it  without  having  the  machine  cleared.  Again — ^right  hand 
operation  of  the  keyboard  and  right  hand  operation  of  the 
handle,  relieving  the  keyboard  of  pressure  while  the  handle 
is  being  used  may  prevent  altogether  complaints  of  this  kind. 

10 —  Cash  drawer  not  operating  freely: — This  part  of  the 
machine  is  substantially  built  and  has  very  few  parts  from 

707 


MeCASKKY  SERVICE  METHODS 


which  any  trouble  may  develop  in  operation.  Under  normal 
condition  it  will  give  many  years  oi  service  without  requir- 
ing attention. 

In  some  cases,  however,  dust  is  likely  to  accumulace  along 
the  guide  tracks  and  on  the  rollers  wtiich  control  the  easy 
back  and  iorth  movement  of  the  drawer.  Where  these  parts 
are  occasionally  cleaned  the  drawer  will  operate  with  contin- 
ued freedom.  Often,  where  the  cash  drawer  does  not  open  as 
freely  as  it  should  the  trouble  is  attributed  to  the  spring  at 
the  back  of  the  cash  drawer,  whereas  the  real  cause  is  finally 
located  in  the  fact  that  the  rollers  and  tracks  mentioned  have 
accumulated  dust,  hardened  by  grease,  and  thus  blocked 
smooth  operation  of  the  drawer. 

Report  of  cash  drawer  trouble  should  contain  brief  state- 
ments as  to  how  the  trouble  interferes  with  cash  drawer  op- 
eration. 'With  such  information  at  hand  the  company  is  able 
to  direct  the  adjustment.  In  case  any  parts  are  required  they 
can  usually  be  installed  by  the  customer  or  by  some  local 
mechanic  without  the  added  expense  of  calling  a service  sta- 
tion. 


USE  OF  AUTHORIZED  SERVICE  STATIONS 

The  plan  of  handling  McCaskey  service  through  authorized 
service  stations  has  been  in  operation  successfully  for  several 
years.  The  company  has  stations  established  in  all  of  the 
principal  cities  and  one  or  more  service  stations  in  most  of  the 
territories.  The  culmination  of  the  idea  will  result  in  the 
placing  of  such  a station  within  a few  miles  reach  of  each 
group  of  cash  register  users.  Each  salesman  is  requested  to 
co-operate  in  the  building  of  this  service  station  chain  by  re- 
porting to  the  division  manager  any  repair  stations  in  his  ter- 
ritory that  he  would  recommend  to  handle  the  service  calls 
of  his  cash  register  system  users.  Arrangements  will  then  be 
made  to  engage  the  suitable  stations. 

Present  methods  include  an  arrangement  whereby  service 
stations  will  handle  the  repairs  and  adjustments  to  McCaskey 
cash  register  Systems  and  adding  machines  when  the  need  for 
such  service  is  referred  to  them  by  the  customer  direct,  by 
the  salesman,  the  division  office  or  the  home  office.  Some 
of  these  repair  stations  are  in  position  to  send  men  out  into 
the  field,  to  call  upon  the  customers  and  make  the  repairs  at 
the  store  or  business  place  of  the  customer.  Others  are  able 
only  to  service  those  machines  brought  or  shipped  in  to  them 
for  attention. 

The  service  station  is  required  to  furnish  a report  on  each 
case,  giving  date,  serial  number  of  machine,  brief  description 
of  trouble  making  service  call  necessary,  adjustments  made, 
user's  name,  street  address,  city  and  state.  The  station  is 
provided  with  forms  for  convenience  in  handling  this  report. 

Rates  at  which  service  is  to  be  furnished  is  determined 
upon.  They  vary  at  different  points  from  $1.00  to  $E50  per 
hour.  Seldom  do  the  charges  for  a given  repair  service  ex- 
ceed $5.00;  the  average  approximates  ^.00. 

The  McCaskey  guarantee  is  explained  to  the  service  sta- 
tions for  their  information.  Where  the  call  is  referred  to  the 
service  station  by  the  company,  the  company  is  invoiced  for 
the  work  done.  If  the  customer  made  the  call,  the  service  sta- 
tion usually  finds  it  convenient  to  make  collection  from  the 

708 


McCASKEY  SERVICE  METHODS 


customer  direct,  particularly  if  he  learns  that  the  one-year 
guarantee  has  expired.  However,  since  all  service  stations 
are  operated  under  an  authorized  company  plan,  the  company 
guarantees  payment  for  all  services  performed  by  them  for 
the  company.  This  relieves  service  stations  of  handling  dis- 
putes with  any  customers  regarding  service  charges.  Where 
any  customer  declines  to  handle  payment  direct  with  the  ser- 
vice station,  the  latter  bills  the  company  which  in  turn  handles 
the  matter  with  the  customer. 

It  is  surprising  what  results  are  to  be  obtained  where 
the  salesman  and  customer,  informed  as  to  the  manner  in 
which  complaints  can  best  be  handled  along  the  line  of  the 
companys  methods  as  here  explained,  co-operate  with  the 
company  to  give  and  obtain  quick,  satisfactory  service. 


CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  What  is  the  substance  of  the  McCaskey  guarantee 
of  service  on  the  registering  and  adding  unit? 

2 —  Why  is  there  a need  for  service  on  cash  register 
and  adding  machine  products? 

3 —  What  is  the  responsibility  of  the  carrier  in  hand- 
ling cash  register  and  adding  machine  shipments? 
Why  are  higher  rates  paid  for  fragile  articles  in 
shipment  ? 

4 —  Explain  in  general  the  McCaskey  service  plan. 

5 —  Who  must  authorize  return  of  machines  to  the  fac- 
tory? Replacement  with  new  machines? 

6 —  Name  10  minor  adjustments  which  can  be  ordinar- 
ily made  in  the  field. 

7 —  What  is  the  trouble  in  all  probability  when  one 
row  of  keys  will  not  remain  depressed?  How  can 
this  condition  be  corrected? 

8 —  Why  is  right  hand  use  of  keyboard  and  operating 
lever  advisable? 

9 —  How  can  incorrect  spacing  on  the  detail  strip  be 
adjusted.  What  is  the  spacing  pawl? 

10—  What  is  the  important  step  in  reporting  a ma- 
chine which  does  not  add  correctly?  How  might 
this  be  a simple  fault  of  incorrect  operation? 

11 —  What  is  generally  wrong  when  the  cash  drawer 
operation  is  faulty? 

12 —  How  are  the  McCaskey  service  stations  located 
and  used? 


709 


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V'-Vv 


SALESMANSHIP  IN  CO-OPERATION 


Chapter  XI 

Salesmanship  in  Co-operation 

The  salesman's  territory  is  the  McCaskey  Register  Com- 
pany’s service  station.  It  is  the  center  of  communication  be- 
tween the  merchant  user,  the  prospect  and  the  company. 

In  order  to  make  the  service  to  McCaskey  users  and  pros- 
pects most  satisfactory  in  every  detail  there  are  many  points 
of  contact  between  the  salesman  and  the  company  which  must 
be  recognized  and  used  freely.  There  is  the  Sales  Department 
under  whose  direct  jurisdiction  the  salesman  works  in  hand- 
ling sales,  the  Advertising  and  Sales  Promotion  Departments 
which  co-operate  with  the  salesman  to  locate  and  keep  warm 
the  prospect,  the  Credit,  Order,  Collection,  Claims  and  Com- 
mission Departments  with  whom  the  salesman  continually 
enjoys  contact  in  the  handling  of  his  territorial  business. 

Where  the  salesman  operates  in  complete  accordance  with 
the  regulations  and  the  policies  of  the  company,  using  the  con- 
structive suggestions  made  by  the  company  from  time  to  time, 
and  giving  sincere  consideration  to  the  requirements  of  the 
several  departments  named,  then  and  then  only,  will  the 
McCaskey  Register  Company  gain  the  merchant  or  dealer  con- 
fidence it  should  receive  from  the  salesman’s  territory. 

As  representative,  the  salesman  stands  for  the  McCaskey 
Register  Company  in  his  territory.  His  closest  co-operation 
with  the  company  is  directly  necessary  to  the  success  which 
the  company  is  to  make  in  that  territory. 

CO-OPERATION  WITH  THE,  SALES  DEPARTMENT 

Every  salesman  is  under  the  indirect  control  of  the  Sales 
Department  whose  head  is  the  Sales  Manager.  He  is  under 
the  direct  supervision  of  the  Division  Manager  in  whose  di- 
vision his  territory  lies. 

As  one  of  the  division  sales  force  he  is  responsible  to  his 
Division  Manager  for  the  manner  in  which  he  covers  his  terri- 
tory. He  is  hired  and  trained  by  his  Division  Manager.  He 
must  keep  in  closest  communication  with  his  Division  Office 
at  all  times  and  wherever  possible  keep  that  office  informed 
so  that  he  may  be  reached  by  telephone  or  telegraph. 

The  Division  Offices  work  directly  in  connection  with 
the  Sales  Manager’s  Office.  Sales  policies  and  campaigns  are 
inaugurated  and  pushed  from  the  Alliance  headquarters.  A 
General  Letter  System  of  keeping  the  salesman  informed  at 
all  times  as  to  v/hat  is  being  planned,  changed  or  decided  by 
the  company  is  directed'  to  the  sales  force  by  the  Sales  Man- 
ager. Series  of  sales  ammunition  are  continually  distributed 
within  the  sales  force.  All  special  cases  are  considered  and 
judged  by  the  Sales  Department  and,  as  far  as  the  salesman 
is  concerned,  it  is  the  governing  body  of  the  business. 

801 


SALEISMANSHIP  IN  CO-OPKRATION 


The  McCaskey  Sales  Department  works  continually  to- 
ward increasing  the  value  of  the  McCaskey  product  and  pro- 
position for  the  combined  good  of  the  public  at  large,  the 
salesman  who  distributes  it  and  the  company  which  manufac- 
tures it.  Suggestions  for  the  betterment  of  the  product  are 
acted  upon  by  this  department;  when  found  advantageous,  they 
are  incorporated.  Every  effort  is  made  to  give  the  salesman 
the  best  that  modern  manufacturing  methods  can  provide 
through  the  most  satisfactory  sales  organization  the  company 
can  devise. 

The  salesman  is  a member  of  the  Sales  Department  of  the 
company.  As  a member  of  that  department,  he  is  the  McCas- 
key Register  Company  in  his  territory.  His  actions  and  poli- 
cies must  be  in  complete  accord  with  the  policies  advanced 
by  the  Sales  Department  managers. 

When  a new  salesman  is  taken  on  list  by  a Division  Man- 
ager, the  Sales  Department  at  Alliance  is  so  informed.  The 
equipment  for  each  salesman  is  obtained  from  Alliance  on  re- 
quisition through  the  Division  Manager.  Thereafter  any  of 
the  needs  which  salesmen  have  for  equipment,  advertising, 
etc.,  must  be  requisitioned  through  the  Division  Office.  Re- 
quests for  materials  which  are  sent  direct  to  Alliance  will  not 
be  honored  until  O K’d.  by  the  Division  Manager. 

The  equipment  carried  by  the  salesman  includes  the  fol- 
lowing articles: 

Sample  Credit  Register 

Sample  Cash  Register 

Sales  Manual 

McCaskey  Informer 

Salesbook  Sample  Folder 

Testimonial  Booklets 

Register  Price  List 

Salesbook  Price  List 

Register  Photo  Album 

Daily  Record  Sheet  Pad 

Business  Recorder 

Supplemental  Instruction  Booklet 

Compartment  of  Register  Leaf 

Slip  Holder 

Salesbook  Samples 

Advertising  Pieces  (Miscellaneous) 

Forms  (Necessary  to  complete  demonstra- 
tion) 

Forms  (Necessary  to  proper  handling  of  ter- 
ritory) 

CO-OPERATION  WITH  THE  ADVERTISING  AND 
SALES  PROMOTION  DEPARTMENT 

Advertising  through  nationally  circulated  publications,  by 
direct  mail  to  prospects  and  by  distribution  through  sales- 
men is  being  pushed  continually  iti  the  interests  of  increased 
sales  success.  Reprints  of  advertisinfif  in  publications  are  re- 
gularly mailed  out  to  the  entire  sales  organization  and  op- 
portunity is  granted  for  the  requisition  of  a reasonable  num- 
ber of  the  reprints  for  distribution  personally  by  the  sales- 
man. 


802 


SALESMANSHIP  IN  CO-OPERATIOxN 


Salesmen  are  always  informed  promptly  when  a new  ad- 
vertising campaign  is  ready  for  mail  distribution.  At  inter- 
vals requests  are  issued  to  the  sales  force  for  lists  of  names, 
or  lists  of  towns  in  which  specially  prepared  advertising  can 
best  be  followed  up  to  the  mutual  advantage  of  the  sales- 
man and  the  company.  Immediate  response  to  such  requests 
works  to  the  advantage  of  both  from  the  standpoint  of  suc- 
cessful business. 

Requests  Follow-Up  Advertising 

Most  important  in  line  of  co-operation  with  the  Advertis- 
ing Department  is  the  consistent  use  of  the  form  0-256,  “Re- 
quests for  Follow-Up  Advertising.”  The  records  provided  by 
the  use  of  these  triplicate  slips  give  the  salesman  his  own  in- 
formation on  every  prospect  called  on  in  his  territory,  keep 
the  Division  Manager  informed  on  conditions  in  the  territory, 
and  permit  the  company  to  advertise  and  aid  in  developing 
interest  in  the  McCaskey  product  presented  by  the  salesman. 
Particular  attention  is  called  to  the  instructions  in  the  cover 
of  the  0-256  books  with  emphasis  on  the  final  sentence  in  the 
closing  paragraph,  “By  possible  buyer  we  mean  a merchant 
who  can  use  anyone  of  our  systems  in  his  business  to  advan- 
tage regardless  of  vv^hether  or  not  he  is  interested”;  and  the 
last  two  sentences  in  the  third  paragraph:  “Full  street  ad- 
dresses in  cities  and  large  towns  are  essential  to  assuring  full 
advantage  of  the  advertising.  Full  details  as  to  use  of  this 
form  will  be  found  on  the  back  cover.”  The  tremendous  value 
of  close  co-operation  in  adhering  to  these  instructions  cannot 
be  over  emphasized. 

Special  follow-up  advertising  is  mailed  to  the  prospects  on 
whom  information  is  given  by  the  salesmen  through  these  re- 
quests. Three  to  five  piece  campaigns  are  used  to  keep  pros- 
pect interest  alive  while  the  salesman  is  in  another  part  of  his 
territory. 

In  cases  where  unusual  interest  is  shown  in  one  or  more 
features  of  the  system  not  touched  on  by  the  follow-up  adver- 
tising more  personal  treatment  is  given  the  prospect  in  the 
form  of  a letter  touching  his  particular  case.  The  more  com- 
pletely the  request  slips  are  filled  out,  the  more  ably  the  Ad- 
vertising Department  can  give  aid  to  the  salesman  in  obtain- 
ing the  order. 

The  Call  Notice 

Every  inquiry  comes  to  the  Sales  Promotion  Department. 
Immediately  a request  is  made  for  a catalogue,  for  prices,  or 
descriptions  of  systems,  or  a return  coupon  or  card  is  sent  in 
from  the  advertising,  etc.,  the  salesman  is  notified  by  a form 
0-555,  called  a Call  Notice.  Whenever  a salesman  receives  one 
of  these  Call  Notices  he  must  take  prompt  steps  to  visit  the 
prospect  and  satisfy  his  every  want  concerning  McCaskey  Sys- 
tems. An  unusually  large  per  cent  of  the  inquiries  for  McCas- 
key Systems  are  from  merchants  who  want  and  need  system. 
They  can  be  sold  and  are  sold  with  regularity  when  followed 
up  without  delays. 

Hesitancy  on  the  part  of  a salesman  in  following  up  Call 
Notices  has  resulted  in  losses  of  sure  sales  to  merchants  who 
wanted  McCaskey  Systems  but  wanted  them  at  once.  They 
would  not  wait  on  a negligent  sales  representative.  Proper 
covering  of  a territory  includes  this  ready  response  to  Call 
Notices  mailed  out  on  receipt  of  inquiries. 

In  detail  the  0-256  and  the  0-555  blanks  are  handled  in  this 
803 


SAIlEglMANS^^IlP’  IN  Ca-OPEKATION: 


manner:  The  salesman  makes  out  his  record  of  call  on  the* 
0-256  request  blank  after  a call  oma  prospect;  he  mails  the  or- 
iginal to  Alliance^,  the  tissue  duplicate  ta^  his  D>ivision-  Manager- 
and  holds  the  yellow  triplicate  for  a personal  file  of  his  own„ 
In  this>  manner  both  the  Alliance  and  division  offices,  as  well 
as’  the  salesman  himselfy  have  immediate’  and  complete  record 
of  the  call. 

Call  Notices  are  mailed  out  from.  Alliance,.  They  come  im 
quadruple  sets;  the  original  and  yellow  duplicate  are  mailed! 
immediately  to  the  salesman,,  the  pink  triplicate  to  the  Divi- 
sion Office  and  the  cardboard  quadruple  copy  is  riled  in  a date* 
file  in  Alliance.  At  the  end  of  fifteen  days;  if  no  report  has:- 
beeit  received,  a blue  Call  Notice  Follow-up  form-  is  mailed  to 
the  salesman,  a yellow  duplicate  to  the  Division  Manager.  If 
the  salesman  makes  the  call,  he  makes  notation  orr  the  origin- 
al of  the  Call  Notice  form'  as  to  what  success  he  had  and  for- 
wards the  original  back  to  Alliance  and  the  yellow  duplicate 
to  the  Division  Office.  If  the  report  is  satisfactory,  the  card" 
in  the  AHianre  file  Is  released. 

Where  the  salesman  reports  a call  but  gives  as^  information, 
that  the  merchant  was  out,.,  or  that  the  roads  were  impassable 
and  the  party  could  not  be  reached,  etc.,  the  report  is  not  con- 
sidered satisfactory  and  the  Call  Notice  is  not  released.  From 
the  standpoint  of  the  company,  the  complete  handling  of  a 
Call  Notice  includes  the  presenting  of  McCaskey  information? 
to  the  parties  requesting  it.  Unless  the  information  reaches? 
the  right  parties  and  they  have  opportunity  to  determine  in 
favor  of  or  against  a McCaskey  installation  on  the  strength 
of  a complete  demonstration  and  full  answers  to  questions 
raised,  the  inquiry  has  not  been  fully  satisfied  in  the  eyes  of 
the  company.  By  national  advertising  through  publications 
and  direct  mail,  the  company  is  making  heavy  expenditures 
towa-rd  obtaining,  inquiries  on  the  McCaskey  System  from 
those  who  could  use  it  to  advantage.  The  only  manner  in? 
which  the  expenditures  are  justified  is  through  complete  fol- 
low-up of  the  inquiry  to  its  source. 

If  no  report  has'  been  received  on  the  Call  Notice  at  the 
end  of  a second  fifteen  days,  the  situation  is  considered  ser- 
ious. At  the  end  of  each  month  the  Sales  Department  is  in^ 
formed  of  all  unreporfed  Call  Notices  by  divisions  and  each 
Division  Manager  is  sent  a full  list  of  the  Call  Notices  un- 
reported from  the  territories  of  his  division. 

User  hste  showing  the  names  and  addresses  of  the  system 
and  supply  users  in  the  territory  are  furnished  the  salesman 
as  he  takes  over  his  territory.  These  show  whether,  the  mer- 
chants listed  are  system  or  supply  users  and  indicate  further 
whether  credit  system,  cash  register,  adding  machine  user, 
etc.  The  user  lists  are  obtained  by  requisition  through  the 
Division  Office.  Iri  this  connection — a form,  0-263,  included 
in  every  salesman's  supplies,  provides  for  the  recording  and 
forwarding  to  Alliance  and  the  Division  Office  data  relative 
to  a change  in  system  ownership  within  his  territory.  When 
a user  sells  out  or  simply  disposes  of  his  register  to  another, 
the  salesman  covering  his  territory  thoroughly  soon  learns  of 
the  transaction  and  forwards  the  details  to  Alliance.  The 
original  copy  of  the  slips  showing  change  of  ownership  is 
sent  to  Alliance,  the  duplicate  copy  to  the  Division  Office  and 
the  triplicate  retained  for  the  salesman’s  personal  information. 

804 


"■SAJLESMANSIIXP  IN  .CO-OPEIiATmN 


The  McCaskey  Informer  is  a medium  bringing  real  sell- 
•ing  iiiiormation  into  the  hands  oi  the  salesman,  it  stands  sec- 
^ond  only  to  the  sales  -manual  in  importance  tor  study  by  the 
.salesman,  i'he  Inlormer  is  presented  as  “A  Plain  Dealer  in 
-Facts  and  Inior-mation  Relating  to  Fstablished  McCaskey  Sys- 
tem installations  in  All  Fines  ot  Business;  to  a Working 
ivnowledge  of  the  Fundamental  Frincipies  Used  in  Running  a 
Business  tor  Profit;  and  to  McCaskey  System  Advantages  in 
^Serving  Th-ose  Principles.’'  ihe  intormer  binder  of  today 
includes  the  full  details  governing  the  use  of  the  system  in  a 
-large  number  of  distinciiy  varied  linea  of  business,  bringing 
•to  the  attention  of  the  salesman  in  a usable  way,  the  better 
ways  in  which  a system  installation  can  be  presented  and 
-adapted.  Each  copy  of  the  McCaskey  Informer  carries  true 
aales  value,;  the  issues  are  full  of  authoritative  information 
.and  can  be  used  with  complete  confidence  and  with  full  en- 
thusiasm in  the  results  which  the  McCaskey  is  capable  of  ac- 
‘Complishing.  Fram  time  to  time  requests  are  made  of  indi- 
viduals of  the  sales  force  for  some  specific  information  re- 
.garding  a certain  McCaskey  installation  to  be  reported  in  the 
McCaskey  informer;  full  assistance  at  such  a time  is  support 
for  the  entire  sales  force  and  is  important  to  -the  greater  de- 
velopment of  substantial  selling  information. 

Testimonial  Letters  from  all  lines  of  business  are  appre- 
'Ciated.  Such  letters  aid  in  the  building  of  advertising  pieces 
-on  the  part  of  the  company  and  are  important  as  evidence 
to  readers  of  the  advertising  that  McCaskey  claims  are  prov- 
-ing  true  in  actual  instances.  The  testimonial  letters  are  dis- 
tributed to  the  sales  force  so  that  they  can  be  brought  to  bear 
at  opportune  times  when  closing  a system  prospect.  It  is  im- 
portant that  these  letters  come  from  ail  lines  of  business, 
that  they  come  from  every  state  and  territory  and  that  they 
come  continually  that  fresh  evidence  of  appreciation  of  the 
-McCaskey  product  is  always  at  hand  to  aid  in  selling.  Wher- 
^ever  good  users  are  found  in  the  course  of  a salesman’s  cov- 
'Crage  of  his  territory,  the  possibilities  of  obtaining  a letter 
to  the  company,  expressing  frank  approval  of  the  system  and 
emphasizing  the  points  of  particular  value  and  effectiveness 
in  the  particular  business  concerned,  should  be  foremost  in 
ihe  salesman’s  mind. 

The  McCaskey  Bulletin,  the  McCaskey  s-alesmah’s  house 
•organ,  is  published  each  month  by  the  Sales  Department,  ediD 
ed  by  the  -Sales  Promotion  Depai’tment.  It  contains  all  news 
of  sales  force  activities,  standings  in  register  and  supply  sales 
-each  month,  competitive  records  and  results,  constructive 
sales  information  and  sales  articles  and  stories  by  the  sales- 
men themselves.  TFe  Bulletin  is  mailed  as  near  after  the  first 
of  each  month  as  it  is  possible  to  obtain  the  monthly  .standings 
for  publication. 

CO-OPERATION  WITJI  THE  CREHIT  AND  ORDER 
DEPARTMENTS  IN  HANDLING  THE  ORDER 

All  orders  are  handled  first  by  the  Credit  Department 
where  the  buyer’s  rating  is  determined  and  judged.  They  are 
classified  and  ^inspected - by  the  Sales  Department  heads  and 
returned  to  the  Credit  Department  for  acceptance  as  regards 
credit  standing.  They  then  pass  to  the  Order  Department 
where,  if  they  are  regular  and  comply  with  all  instructions, 
they  are  accepted  and  billed  to  the  customer.  If  they  are  ir- 
regular they  are  held  up  until  all  irregularities  have  been 
eliminated  by  eorrespondence,  etc. 

m 


SALESMANSHIP  IN  CO-OPERATION 


Great  care  must  be  taken  in  writing  all  orders.  The  highest 
type  of  McCaskey  service  can  only  be  extended  when  the  or- 
ders are  clear  in  every  respect  and  can  be  handled  without  de- 
lay of  any  description.  This  care  is  largely  in  the  hands  of 
the  salesman.  Every  precaution  in  making  the  order  out 
RIGHT  is  the  strongest  possible  guarantee  of  first  class  de- 
livery service. 

Do  it  this  way,  to  avoid  errors: — 

Print  proper  names; 

Form  letters  with  care; 

Dot  every 

Cross  every  ^‘t”; 

Distinguish  between  “u’s’^  and  ‘‘n's^’; 

Spell  the  customer’s  name  correctly; 

Give  trade  name  in  addition  where  one  is  used — on  all 
forms ; 

Describe  the  equipment  ordered  carefully; 

Write  out  the  terms  clearly. 

Credit  Department  Procedure — 

Where  the  buyer  is  an  old  customer  and  his  invoices  have 
been  paid  promptly,  the  order  is  accepted,  providing  of  course 
that  the  terms  are  in  accordance  with  those  in  the  price  list. 
If  he  is  an  old  customer  with  a balance  past  due  on  previous 
invoices,  the  order  is  held  up  until  the  past  invoices  have  been 
paid  to  date  before  any  further  credit  is  extended. 

In  cases  where  old  customers  have  caused  the  necessity  of 
collections  through  attorneys,  their  consent  to  the  terms  must 
be  obtained  or  a cash  in  advance  payment  to  the  full  amount 
of  the  order. 

New  customers  are  accepted  promptly  where  their  rating 
is  O.  K.  If  low  rated  or  not  rated,  satisfactory  information 
must  be  secured  before  the  order  can  be  accepted.  This  infor- 
mation is  obtained  from  wholesale  concerns  with  whom  the 
customer  does  business,  from  his  bank,  attorneys  or  commer- 
cial agencies. 

Salesmen  should  look  up  rating  on  new  customers.  If  they 
are  not  listed,  or  rated  less  than  $1000  to  $2000  first  grade  cred- 
it (Dun’s  K-3  or  Bradstreets  X-D  the  salesman  should  secure 
at  least  three  trade  references.  This  can  be  done  by  observ- 
ance of  brands  of  goods  sold  or  by  questioning  the  merchant. 
The  surest  way  of  getting  these  references  to  the  credit  de- 
partment that  the  order  may  be  accepted  with  as  little  delay 
as  possible,  is  through  the  use  of  the  Credit  Inquiry  forms, 
0-544.  Co-operation  in  this  respect  avoids  the  cancellation  of 
many  orders. 

When  you  are  written  by  the  company  for  references  on  a 
merchant,  the  matter  should  be  attended  to  immediately.  Cash 
in  advance  is  requested  when  the  references  secured  on  any 
buyer  are  unsatisfactory. 

The  price  list  and  terms  are  set  down  to  be  followed. 
Strict  adherence  to  regularity  in  writing  orders  is  necessary  to 
acceptance.  The  company  should  not  be  expected  to  accept  or 
assume  a risk  that  a salesman  would  not  care  to  assume  him- 
self. Get  payment  in  advance  where  doubt  is  felt  regarding  a 
customer’s  responsibility.  This  action  protects  the  company 
and  your  commission.  Guaranteed  accounts  on  the  part  of  a 
salesman  are  not  desired. 


806 


SALESMANSHIP  IN  CO-OPEKATlON 


Date 


Tize  McCaskey  Register  Co.,  Alliance,  Ohio, 

j- (PRINT  NAME  AND  ADD^SS) 

Ship  to  C/a  HA/ So//  V-  Q/O. ^ 

Street/g  £,  Wi'a/TB/F  ST., County  jj£,_LA-iALAJSS- 

Postoffice  ZBbLA  WA  ff£.  ^‘^‘0  _0  H I O 

Ship-g  PointJ  Ei.  A V/  A r?  g. A y/ A f?  F. 

Shjp  byFffeln^-fi.  o.  B.  Alliance,  O,  via7>E^,V^S  y /.  V A /v/ //l,'?^gpay  Stat. 

Ship  by  the  /Q  ^DslY  of  A^  A / 1 ot*  ns  soon  thepcaCter  as  possible  or  earlier 

^ -^73  Cash  ur  ^ Consisting 

One  ^ f\ Credit  System,  Style  / 3 3 Size  ^ (o  O of 


"Price  of  Rcgfcter 

tog 


^^Misc.  Accts.  V¥o..  Accts.  Rec. 


LIST  FREE  auppuiEs  HER sy ^ ^ A oo fT~6u/pS 

AU,T.^.^S:AiAAS...5i).f.s.L'LE..Sy~..JlAlkX^&&eJ:.a 

'E.^.RiO.ES.AR—j3..9.A. .F.i.LA.rr:.MS^.o  ALLP.... 

CAa.i/!iA-Srr.;3.r.M.u£..AARU.^.rrr..:^^^ 
Ir.miT.  AAEJO. -■.■/■.■g.e.Tv4  - .g-...6«<nf‘g S Totaf.. 


-Am  Dollars 


For  which  I or  we  agree  to  pay  to  THE  McCASKEY  REGISTER  COMPANY  the 
sum  ' 

in  legal  currency,  on  the  following  terms: 

(1)  Full  cash  with  order  less  6%  discount,  net  $ 

<2)  cash  with  order,  balance  30  days  from  date  of  shipment,  less  5% 

-discount  on 

<3)  cash  with  order,  and — //.....monthly  installments  of  

'each  and  one  of  $.3.^-..^r::trTr.evidenced  by  installment  note  of  the  undersigned;  first 
of  such  installments  to  be  paid  30  days  from  date  of  shipment,  and  remaining  install- 
ments on  the  corresponding  day  of  each  succeeding  month  until  the  full  amount  has 
jjeen  paid ; and  I,  or  we  agree  to  make  all  Checks  payable  to  The  McCaskey  Register 
Company. 

CAUTION  ‘NO  GOODS  SOLD  ON  TRIAL 

No.  1.  It  is  expressly  agreed  that  this  order,  including  the  conditions  on 
the  back  hereof,  covers  all  agreements  between  the  parties  and  can- 
not be  altered  or  varied  by  any  verbal  agreement  or  understanding. 
Receipt  of  an  exact  duplicate  of  this  order  is  hereby  acknowledged  by  pur- 
chaser’s signature. 

Title  to  the  goods  to  remain  in  The  McCaskey  Register  Company  until  pur- 
chase  price  or  judgment  for  all  or  a ny  part  of  same  is  paid  in  full. 


Make  alj^ 
Received... 


Dist.  No.  (.. 


- Ter.  No.  (.. 

Witness 

? Payable  to  The  McCaskey  Register  Co. 


nr:L..rr::~....?r.-.^.Ao.  Dollars 
on  order  of  eveJif  dat^or  THE McCA^KEY^^GlSTER pO. 

Line  of  Easiness....  


ORIGINAL  for  Company 


Form  0-228 


31742 


Sample  of  System  (Register)  Order 
Acceptably  Written 


807 


SALESMANSHIP  IN  CO-OPERATION 


C.  O.  D.  orders  for  salesbooks  are  not  acceptable.  Such 
consideration  is  given  only  to  stock  supplies.  The  saiesbook 
with  the  merchant’s  individual  signature  and  printing  is  not  a 
stock  article. 

All  orders  for  the  same  customer  should  reach  Alliance 
pinned  together.  The  Credit  information  can  be  secured  at  the 
same  time  for  the  several  orders  and  the  acceptance  is  hast- 
ened. 

In  the  Order  Department — 

The  following  requests  must  be  considered  in  the  handling 
of  all  orders: — 

On  register  contracts: 

Specify  the  style,  size  and  finish  of  register  wanted. 

Bring  any  special  features  or  supply  omissions  to  the 
company’s  attention  in  such  a manner  that  they  be  clearly 
understood.  If  auditing  clip  springs  are  to  be  omitted  from 
the  credit  register,  or  special  typebars  from  the  cash  register, 
the  contract  should  carry  a definite  notation  to  that  effect. 

On  exchange  sales  furnish  the  serial  number  of  the  regis- 
ter to  be  taken  in  exchange. 

If  the  above  information  is  not  available,  a clear  record  of 
the  size,  style,  etc.,  must  be  given. 

Give  serial  numbers  of  registers  in  use  by  buyers  of  sup- 
plies or  salesbooks. 

When  either  a register  or  saiesbook  order  is  to  be  shipped 
to  some  point  other  than  that  of  the  customer’s  post-office, 
specify  the  shipping  point  and  make  sure  this  shipping  point 
can  be  reached  by  the  method  of  transportation  specified  on 
the  order. 

On  Saiesbook  Orders: 

Where  a printed  copy  of  the  business  heading  or  advertise- 
ment to  be  printed  on  the  books  is  not  furnished,  print  this 
data  clearly. 

Fill  the  specification  spaces  correctly. 

Have  each  specification  sheet  O.  K.’d  by  your  customer  to 
relieve  yourself  and  your  company  of  responsibility  for  any 
error  not  applicable  to  yourself  or  the  company. 

Specify  whether  or  not  the  book  is  to  be  a folded  or  an 
open-at-the-bottom  style. 

Specify  definitely  when  a proof  is  to  be  submitted  and  re- 
quest a proof  wherever  a question  arises  as  to  the  correctness 
of  the  copy. 

Note  on  the  face  of  the  order  or  in  a special  letter  ac- 
companying each  case  in  which  a customer  is  in  urgent  need 
of  salesbooks. 

When  a cut  is  to  be  used  inform  the  company  and  send  the 
cut  in  the  same  mail  with  the  order  if  possible. 

Give  immediate  attention  to  any  order  returned  because  of 
some  discrepancy;  return  it  to  the  company  or  send  informa- 
tion concerning  disposition  of  the  order. 

In  the  case  of  split  shipments  or  future  saiesbook  orders, 
make  very  definite  dates  and  instructions  to  apply. 

When  a customer  requests  cancellation  of  a contract  or 
order  before  shipment  is  made,  the  company  is  obliged  to  ac- 
cept it  if  it  is  impossible  to  obtain  the  customer’s  consent  to 


SALESMANSHIP  IN  CO-OPERATION 


The  McCaskey  Register  Co.,  Alliance,  Ohio, 

/])  (PRINT  NAME^NO  ADDRESS) 

g!?.ipto  [rAy  j-  So  N. 

Street  /y\  A ///  ST.^ County  Ho  ifT A G-E- 

Postoffice  CtA  R f? B-TTS  vTuL£_  State Q H-  LQ 

Ship’g  PointG“A  (?  P-r-rS  V/  I UL.  g County 

Ship  hf’CrhiT.^  'o  B.  Alliance,  O.,  vi^  " E f?  i E, Prepay  Stat. 


DatC4^.y2.A...A?.192...^ 

jTT A ( 

O H-l-O- 


Ship  by  the  / ^ Day  of 


One 


j/192  7 or  as  soon  thereafter  as  possible  or  earlier 

Consisting 

of 


Cash  or  ^ ^ . 

Ciadil-System,  Stylejg  Jj~^  f Size 


•Mioo.  Aeets  Accts.  Reg.  Aooto.  Pay-  . 

Price  of  Re 

$ 

jlster 

o* 

LIST  FREE  SUPPLIES  HERE 

/yiA.U.O.AA.d/^X. 

S p E c».  i A L,nr  Y p E a r 



Total  ... 

O o 

For  which  I or  we  agree  to  pay  to  THE  McCASKEY  REGISTER  COMPANY  the 
sum  of  'joo  Dollars 

in  legal  currency,  on  the  following  terms: 

(1)  Full  cash^with  order  less  6%  discount,  net  $- — 

(2)  cash  with  order,  balance  30  days  from  date  of  shipment,  less  5% 

discount  on 

(3)  $.  .3„<?...^..cash  with  order,  and — J-P. monthly  installments  of  

each  aHd“CT>^'p!t  $?.' evidenced  by  installment  note  of  the  undersigned;  first 

of  such  installments  to  be  paid  30  days  from  date  of  shipment,  and  remaining  install--, 
ments  on  the  corresponding  day  of  each  succeeding  month  until  the  full  amount  has 
been  paid ; and  I,  or  we  agree  to  make  all  Checks  payable  to  The  McCaskey  Register ; 
Company.  ' / ^ SasH 

And  a credit  of  will  be  given  for  Nor  Q.~M..Aee.  McCaskey  Aeeouat . 

Register  Serial  No-/.2-..4..^.3.when  bill  of  lading  is  received  by  The  McCaskey  Regis- 
ter Company,  showing  that  said  Register  has  been  delivered  f.  o.  b.  transportation  com- 
pany (not  express)  at^iA.^/?.£TI5j(ii4eecurely  packed  and  marked  for  The  McCaskey 
Register  Company,  Alliance,  Ohio,  provided  such  bill  of  lading  is  mailed  within  five 
days  from  the  date  of  receipt  of  goods  above  purchased. 

CAUTION 

No.  1 


NO  GOODS  SOLD  ON  TRIAL 


It  is  expressly  agreed  that  this  order,  including  the  conditions  on  the  back 
hereof,  covers  all  agreements  between  the  parties  and  cannot  be  altered  or 
varied  by  any  verbal  agreement  or  understanding. 

Receipt  of  an  exact  duplicate  of  this  order  is  hereby  acknowledged  by  pur- 
chaser’s signature. 

the  goods  to  remain  in  The  McCaskey  Register  Company  until  pur- 
price  or/fudgment  for  ?ill  or  any  part  of  same  is  paid  in  full. 


Purchator  , 

By  Title.dfAAn(MU.. 

J)ist.  No. 

...^...Ter.  No.  (....L...) 

6aleaman  Witness 

Make  all  Checks  Payable  to  The  McCaskey  Register  Co. 

Rece/ved...7^././P..7r.^...™..~.L.^” Dollars 

on  order  of  even  date  for  THJ^Sc^SK^^^RE^^^R  CO. 

Line  of  Business  FjalmAJSjzajzIo.^... 

ORIGINAL  for  Company 

J ^N?  32775 
Sample  of  Exchange  System  Order 


809 


SALESMANSHIP  IN  CO-OPERATlON 


accept  the  goods.  At  times  when  a request  for  cancellation  is 
referred  to  you,  immediate  action  is  required  with  a report  on 
the  possibilities  of  reinstating  the  order. 

Important  to  order  acceptance: 

In  writing  an  exchange  contract  where  a McCaskey  System 
is  to  be  taken  in  exchange,  be  careful  to  specify  only  those 
supplies  to  which  a customer  is  entitled  on  the  type  of  ex- 
change in  prospect. 

Where  a special  quotation  is  given,  reference  to  the  letter 
in  which  the  quotation  was  contained  must  be  made  in  sending 
the  order. 

A properly  filled  out  Remittance  Blank  must  accompany 
all  cash  sent  to  Alliance.  If  a single  check  covers  more  than 
one  order,  a Remittance  Blank  must  be  made  out  for  each 
order.  When  a customer  advances  full  payment  on  an  order 
to  be  shipped  by  parcel  post,  the  parcel  post  charges  should 
be  included  in  the  payment. 

Particular  attention  must  be  paid  to  the  fact  that  the  total 
purchase  price  of  a register  agrees  with  the  amount  of  the 
monthly  installments  allotted  to  the  buyer. 

An  order  taken  in  another  territory  than  that  assigned  to 
any  salesman  must  be  accompanied  by  information  to  the  ef- 
fect that  permission  had  been  given  by  the  Division  Manager 
for  the  sale. 

CO-OPERATIOW  WITH  THE  COLLECTION  DEPART- 
MENT IN  AIDING  COLLECTIONS 

The  beginning  of  a transaction  between  a customer  and  the 
McCaske3^  Register  Company  lies  in  the  register  contract  or 
the  salesbook  order.  If  this  beginning  is  perfectly  clear  to 
both  parties,  subsequent  complaints,  misunderstandings,  im- 
proper claims  and  commission  charge  backs  will  be  greatly 
lessened. 

It  is  important  that  purchasers  understand  fully  both  terms 
of  payment  and  terms  of  delivery.  Our  salesbook  terms  are 
very  simple,  '30  days  net,  F.  O.  B.  Alliance,  Ohio  or  Boston 
Mass.^  On  these  terms  are  based  the  McCaskey  cost  and  sell- 
ing prices.  Only  in  case  the  cash  comes  at  the  same  time  as 
the  order  is  there  discount  on  salesbook  orders,  and  then  it  is 
3%. 

Cash  discount  on  systems  is  6%  for  full  cash  with  order; 
5%  if  paj^ment  is  completed  within  thirty  days  after  shipment 
and  installment  plan  is  waived. 

Whether  the  customer  wants  his  order  to  come  by  freight^ 
express  or  parcel  post  is  a detail  of  importance  and  should  be 
definitely  specified.  The  customer  should  know  that  he  is  pay- 
ing for  the  transportation  charge  and  he  should  be  informed 
as  to  approximately  how  much  this  charge  will  add  to  the  cost 
of  his  goods. 

Installation  is  a leading  step  along  the  route  from  order  to 
payment.  The  McCaskey  Company  agrees  to  install  the  sys- 
tems. It  is  necessary  to  successful  use  of  the  systems  and  is  a 
promised  consideration  in  securing  the  order.  Installation  is 
as  much  your  part  of  the  bargain  as  acceptance  of  the  system 
is  the  duty  of  the  purchaser. 

Failure  to  install  properly  breeds  customer  dissatisfaction, 
repudiation  of  bargain  and  delayed  payment.  This  failure  is 
a menace  to  collections  on  the  company’s  part.  For  this  reason 

810 


SALESMANSHIP  IN  CO-OPERATION 


0-94S 


Ship  to. 


THE  McCASKEV  REGiSTER  COa  a.lleancEi  oheo 

^ Date  of  Order...  19..  IIJ 




Post  SlaAe.^.J^.  LA.MA.S.JE- 

Shlpplng  Point. County .'S.  

Ship  by..rrr^.7A.-Routlng.....^i^.A'.^.A..t...Prepay  Sta? 

Ship  as  soon  as  possible  Terms — Not  30  days  from  date  of  shipment. 

F.  O.  B.  Alliance,  O.,  or  Boston,  Rflass. 

D 

FoldSr  No Order  Wo..., - 

B 


QUANTITY 

WRITE  IN  THIS  SPACE  NAME  AND  KINO  OF  SUPPLIES  EXACTLY  AS  GIVEN  IN  PRICE  LIST 

PRICE 

f ooo 

1 p,  SoR  , SaLPSBooP'S 

Lx 

Sc 

X Sp  e(L.'j^ooK. 

STo  e,  p' L u £ ^ARBnA/ 

A/  OAA  B E P 

As  per  copy  for  printing  and  specification  sheet  furnished 


In  consideration  of  the  price  hereby  obtained  it  is  agreed  that  de- 
livery at  a specified  date  is  not  guaranteed,  but  that  The  McCaskey  Reg- 
ister Go'.,  will  use  every  effort  to  meet  customer’s  requirements;  that  as 
goods  are  of  special  manufacture  and  of  use  only  to  purchaser  a quan- 
tity varying  not  more  than  10  per  cent,  either  way  will  be  accepted  and 
paid  for  pro  rata;  and  that  there  are 

No  Conditions  verbal  or  written  except  as  herein  contained. 

This  order  is  subject  to  acceptance  by  The  McCaskey  Register  Com- 
pany at  Alliance,  Ohio;  or  Boston,  Massachusetts,  and  if  so  accepted 
is  not  subject  to  countermand,  but  is  subject  to  delay  by  accident,  strikes, 
or  causes  beyond  the  control  of  The  McCaskey  Register  Go.,  and  The 
McCaskey  Register  Go.  is  not  responsible  for  delays  in  transportation. 

If  any  Part  of  Order  is  to  be  sent  by  Parcel  Post,  Postage  is  to  be  added  to  Invoice. 

This  Order  will  last  until .^^9..^,.7 

Purchaser’s  Signature 

^ gy  . A 

Div.  Terr...^.<?... 

ORIGINAL^  Company. 


Sample  of  Sales  Book  Order 


811 


SALESMANSHIP  IN  CO-OPERATlON 


the  salesmen’s  contracts  provide  that  commissions  may  be 
charged  back  for  failure  to  install. 

Installment  payments  must  be  made  regularly  and  prompt- 
Iv  each  month,  beginning  thirty  days  after  shipment.  You 
should  impress  this  upon  your  customers ; make  no  excep- 
tions and  irregular  promises,  for  the  customer  should  be  made 
to  understand  that  his  installment  note  is  a negotiable  prom- 
isory  note  and  a valid  promise  to  pay  duly  executed. 

Customers  may  remit  direct  to  Alliance  by  check  mailed 
to  Alliance  and  drawn  to  the  company’s  order,  or  they  may 
make  monthly  installment  payments  to  a bank  selected  by 
them.  On  this  point  you  should  be  precise  and  clear. 

From  time  to  time  the  Collection  Department  finds  it 
necessar}^  to  request  you  to  give  aid  in  a certain  case.  Im- 
mediate attention  to  these  requests  makes  for  customer  sat- 
isfaction and  company-salesman  co-operation,  both  essential 
to  the  greatest  territorial  sales  success. 

In  cases  where  exchanges  are  made  it  is  important  that 
the  customer  understand  that  the  amount  allowed  on  an  old 
system  is  as  much  a part  of  the  purchase  price  as  the  actual 
cash  involved.  The  contract  provides  that  exchanges  be  ship- 
ped to  Alliance  by  freight  within  five  days  after  the  receipt 
of  the  new  system.  Credit  for  exchanges  is  issued  after  these 
exchanges  have  been  received. 

You  are  instructed  not  to  sell  and  make  delivery  in  the 
field  of  systems  taken  in  exchange,  or  systems  lifted  from 
customers  from  whom  the  company  has  been  unable  to  col- 
lect, or  for  any  other  reason.  All  such  systems  must  be 
shipped  to  Alliance,  Ohio,  for  credit. 

CO-OPERATION  V/ITH  THE  CLAIMS  DEPARTMENT 
IN  CASE  OF  DAMAGE 

The  company’s  responsibility  as  to  safe  delivery  of  goods 
ceases  upon  receiving  receipt  from  the  carrier  for  the  ma- 
terial covered  by  the  transportation  receipt,  in  good  order. 
You  should  understand  the  procedure  and  give  aid  in  instruct- 
ing the  customer  as  to  the  steps  to  be  taken  in  case  of  damage. 

Either  the  original  bill  of  lading  or  the  express  receipt 
given  to  the  McCaskey  Register  Company,  as  consignor,  is  a 
practical  certification  on  the  part  of  the  carrier  that  the  ship- 
ment covered  was  received  in  perfect  order.  It  is  your  duty 
to  assume  this  same  fact  of  perfected  delivery  on  the  part 
of  the  company. 

With  the  invoice  for  the  goods  the  customer  is  mailed  the 
duplicate  copy  of  the  bill  of  lading  or  express  receipt  and  a 
form  called  the  “Bad  Order  Report.”  This  blank  contains  all 
the  information  concerning  the  important  elements  of  a dam- 
age claim  and  blanks  for  completing  the  information  on  the 
part  of  the  consignor  and  consignee. 

When  a shipment,  visibly  damaged,  reaches  its  destina- 
tion, a full  description  of  the  damage  should  be  noted  on  the 
transportation  receipt  by  the  agent,  prior  to  the  acceptance  by 
the  consignee.  If  the  damages  are  concealed  and  not  detected 
at  the  time  of  delivery,  the  carrier’s  agent  must  be  notified 
immediately  the  damage  is  discovered — and  not  later  than  24 
hours.  He  should  inspect  the  goods  and  make  out  a “Bad  Ord- 
er” notation  on  the  receipt  or  bill  and  the  customer  should 


812 


SALESMANSHIP  IN  CO-OPERATlON 


§taU QmJo.. 


.J&t^  UJa  L A W 


7ox  tCe  pronuM  to  po^  to  t&  o^itl'M  o^ 

_ THE  McCASKEY  REGISTER  COMPANY  SE.&^m, 

- toJJf.'R H ajN!jO  Jf?  E.  D S e YJey/Tr  -H  / (3:HXr^^ ±..f..!LSof<w4,  $ '^..7 1. 

Sa^a^L  at iZZj^  Jrr.A  .W  A 7^^  M ATLO  W A Lr^r^^  

^a L^U... moni^^  in^tafPmenf^,  7/ $ -cacR,  and /■■■■ -o^  ^ — 

^egiiinui^  on«  mont^  a|tca  dat&,  6u^ect  to  pea  cent.  tUdeount  on  ^ax  payment  on  ItaAt 

<lue  <iate. 


It  Is  understood  tbat  the  payee  la 

It  Is  sprecd  *‘'—  - - 

due  and  payable. 


. using  date  of  shipment  of  goods  herein 


It  Js  agreed  tbat  default  In  the  paymen  of  any  of  the  above  installments  shall,  ai 
hereof  waive  all  ritht  of  exemption;  under  the  Constitution  a 


red  to  ss  "value  received.” 


The  inaKer  or  maker 


t may  be  extended  w 


(AgentJHINT  niiiieof  customer  on  lino  b.  low.) 



8treo.7-i..£..-..W././Y.re../?.-..5.r_. 


notice  to  maker,  i 


holder  hereof,  render  the  unpaid  balance  of  this  note  Immediately 
of  any  state,  as  to  personal  property,  and  agree  to  pay  a reasonable  atlor- 

. — |,j  aiid^trtjeniineiil  u 


II  not  be  construed  as  altering  the  obligation  ber^ 


Sample  o/  Note:  A 
similar  one  should  ac- 
company every  system 
order  except  where 
full  cash  accompanies 
the  order.  The  com- 
pany prefers  that  it  be 
made  payable  at  the 
customer’s  bank. 


FOLDER  N0....„. 


ORDER  NO 

REMITTANCE  BLANK 


A fi  ^ 192  7 

The  McCASKEY  Register  Co. 

ALLIANCE,  OHIO 


Properly  Filled  Out 
Remittance  Blank:  One 
must  accompany  all 
cash  sent  into  Alliance  ; 
where  a single  check 
covers  more  than  one 
order,  a Remittance 
Blank  should  be  made 
out  for  each  order. 


GENTLEMEN: 

^ Below  find  report  of  collection  from 

M cXp..//.yV'.^..o. . yy  ..T* w A.j 

street.  JA  > Wi^  0 SD  B.  L a W A 

C.aunty'Jj  £.  La.  A .State  oh/o : 

^ REGISTER  %...  s5..o.....?cr 

xFor h i .f{  S i Payment  on  xx  SUPPLIES  5 

Amount  ? 

Discount  Allowed $... 

Cost  of  Draft  or $ 

- $ 

Enclosed  find 

QH£C?<  j 


Yours  truly, 


i,X 5L&ia 


.<4. 


' » More  than  one  collection  can  be  covered  with  same  Draft,  etc.,  but  a separ* 
ftte  blank  must  be  used  for  each  collection. 

* X Fill  in  blank  space  naming  the  payment  covered  by  remittance. 

Namely  : first,  or  second,  or  third,  etc. 


XX.  Fill  in  blank  space,  stating  whether  payment  is  on  Register  or  Supplies. 


Remarks; 


(■1* 


813 


A 


SALESMANSHIP  IN  CO-OPERATION 


fill  out  the  questions  on  the  concealed  damage  affidavit  that 
accompanies  every  shipment. 

Replacements  on  orders  are  not  to  be  made  by  request  of 
either  the  salesman  or  the  customer.  The  company  must  have 
the  proper  material  with  which  to  collect  their  damage  claim 
from  the  carrier.  The  noted  transportation  receipt  and  the 
“Bad  Order”  report  are  absolutely  necessary  in  cases  of  con- 
cealed damage.  Both  must  be  made  out  and  sent  in;  one  is 
not  enough  without  the  order. 

CO-OPERATION  WITH  THE  COMMISSION  DESK 
IN  ADJUSTING  COMMISSIONS 

Commissions  on  register  contracts  are  classified,  Class  A 
and  Class  B commissions. 

Class  A Commissions  are  paid  on  orders  accompanied  by 
a regular  installment  note  where  the  customer’s  rating  is  over 
$3000.00  and  where  the  first  deferred  payment  is  to  be  made 
not  later  than  30  days  from  date  of  invoice,  and  succeeding 
payments  at  monthly  intervals  thereafter.  In  cases  where 
the  customer  is  rated  $10,000.00,  second  grade  credit  or  higher, 
the  installment  note  is  not  necessary  where  terms  are  regu- 
lar. 

Class  B commissions  are  paid  on  all  other  orders. 

Class  A commission  provides  that  none  of  the  regular 
commission  is  deferred;  Class  B commission  provides  that 
one-fourth  of  the  commission,  after  all  deductions  are  made, 
is  deferred  until  the  account  is  paid  in  full. 

The  rates  of  the  commission  are  determined  by  the  amount 
of  the  cash  with  the  order  and  the  number  of  deferred  pay- 
ments as  shown  on  page  9 of  the  Register  Price  List.  If  these 
terms  are  followed  the  salesman  will  receive  the  maximum 
rate  of  commission  in  all  cases.  If  the  invoice  is  paid  within 
thirty  days  after  date  of  shipment,  the  highest  rate  of  commis- 
sion will  be  credited. 

Much  correspondence  and  misunderstanding  will  be  avoid- 
ed by  a careful  study  of  the  following  paragraphs.  They  re- 
veal the  manner  in  which  records  are  kept  and  handled  and 
passed  on  to  the  salesmen  for  their  record  and  check. 

The  sales  for  each  week  are  accumulated  and  the 
total  shown  on  a commission  summary.  This  summary 
is  mailed  to  the  salesman  and  to  it  are  attached  copies 
of  all  billings  making  up  the  total,  all  journal  vouch- 
ers effecting  his  account.  This  summary  shows  the  fig- 
ures for  the  current  week  and  also  the  month  to  date; 
figures  for  register  sales,  gross  register  commission, 
deductions,  deferred  or  Class  B commissions  and  net 
register  or  Class  A commissions. 

On  supplies,  the  gross  supply  commission,  the  de- 
ductions and  net  supply  commissions  are  shown  on 
the  summary.  In  another  space  is  shown  the  total  net 
register  and  supply  earnings.  The  balance  is  brought 
forward  from  the  date  on  which  the  last  commission 
earnings  were  entered  on  the  company’s  records.  The 
journal  voucher  debits  or  credits  are  shown,  the 
amount  of  commission  earnings  applying  against  the 
accounts,  the  amount  of  the  check,  check  number  and 
the  new  balance. 


814 


SALESMANSHIP  IN  CO-OPERATION  / / //  /,  • 


HOW  TO  FASTEN  ORDER  PARTS 

Fasten  the  remittance  and  note  to  the  Remittance  Blank 
with  a paper  clipt  and  fasten  the  specification  sheet  to  the  reg- 
ister order  with  a paper  clip;  then  fasten  all  together  with  an- 
other clip,  so  that  when  the  various  parts  are  separated  they 
will  be  systematically  arranged. 

Do  not  mail  in  orders  without  fastening  all  of  the  parts 
together  as  there  is  great  danger  of  their  becoming  separated 
with  a resultant  delay  of  order. 


816 


o 


PRINT  ALL  COPIES. 


ATTACH  COPY 

FOR  ORIGINAL 
HERE 


. SAI.ESMANSH1P  IN  C0^(?P«^AT1QN 


Printing  on  face 

Printing  on  face 

Duplicate 

of  Triplicate 

(If  same  as  Original  so  state.  Extra  charge  If  different.) 

Ad  for  back  of  ip 

ATTACH  AD 


For  Back  of  Original,  Duplicate  or  Triplicate  Here. 
Write  out  everything  wanted  printed  thereon. 

Mark  out  anything  in  add  not  wanted. 


Make  ail  necessary  changes  in  copy. 

This  Is  very  Important. 

Mark  out  any  lines  or  printing  on  copy  not 
wanted.  If  you  do  not  have  stickers  with 
which  to  attach  copy  here  make  a requisi- 
tion through  your  manager. 


BE  SURE  TO  FILL  IN  ALL  SPACES  OF  SPECIFICATION. 

Quantity  of  Books 


PAD  SPECIFICATION,  matrix  no 

Customer’a  Name.  i?..  AY  is  

Pad  name  op  number.=?^. 

Size  of  Slips  ^ ^ ^ t/Q  Size  of  Siza  of  Slip 

Topn-out  Stub  Ovepall  

' linn  lA/oprfa  VF9  n.  MPk  nn  Mn,  <‘h.>ob 


-S/ug 

atpeat  Lin. 

Register  Number  Wanted ’ 

Clerk  “ « I 

Yes 

yf^ 

Num.  f-so  - K ^ S - 

ConAOn.  fpAm  d)  to 

Account  Forward  K 

No.  of  Horizontal  Writing  Spacos__— _ 

/S' 

Num.  1-50  with  Book  No /V  Q 

Horizontal  Writing  Spaces  Numbered 

Peroondioular  Line  at  Loft 

/-£& 

Orig.  to  bo  Num. (D  timsa 

Oun.  “ «•  (F)  /if  ■■ 

No.  of  Perpendicular  Columns  at  Right 

Trip.  “ '•  - ■ (P  fYE.  « 

Account  Stated  to  Bate 

fikllh  Mum 

Produce  Credit 

fl/Yi 

oi.u  .ippi  vvc  as  Doing  correct  oy  w.  nv.  ing 

same  and  signing  his  name  imder  his  O.  K.  to  relieve  you  from  responsibi- 
lity for  claim^ 


' PE  e /A 


.iBc 


tat  Sheet 

2nd  Sheet 

5rd  Sheet 

Color  of 
Paper 

Perforatimu 

MiLiTe^ 

VeS 

Yeu.at/ 

Ye<s 

Yf-S 

"Color  of  Ink 

on  face  of 

7?CP 

’hlfi.O! 

'BUcK 

Vouchers  No. 
to  sheet 

Vouc^hers  Size 

ope-Y^S 


Full  Tag  Covope- 

Coveps  Tag End  ee  SantCT.- 

Separata  Scope  Card — 

Carbons  N 
Punching- 


-SUBMIT  I ROOF— 


Sample  of  SaJesbook  Specification  Sheet 
One  of  these  sheets  must  accompany  every  order  for 
printed  salesbooks. 


815 


SALESMANSHIP  IN  CO-OPERATION 


This  commission  summary  is  a recapitulation  of  all 
the  charges  and  credits  to  the  salesman’s  commission 
account  for  the  week — and — each  salesman  should 
check  this  summary  against  his  records  to  satisfy  him- 
self that  all  entries  have  been  made. 

Deferred  commission  payments  are  handled  on  a special 
remittance  statement  which  is  mailed  to  the  salesman  Friday 
of  each  week.  The  statement  shows  the  order  number,  the 
customer’s  name  and  the  amount  of  the  deferred  commission. 
If  the  salesman’s  commission  account  does  not  show  a debit, 
the  matured  deferred  commission  is  paid.  On  the  other  hand, 
if  the  salesman’s  commission  account  shows  a debit,  it  is 
transferred  to  credit  the  Class  A account,  thus  reducing  his 
Class  A debit. 

Prepay  All  Telegrams  To  The  Company 
The  company  has  a definite  policy  in  the  handling  of 
telegraphic  communication  between  company  and  salesman. 
All  wires  sent  out  from  Alliance,  divisions  offices,  etc.,  are 
sent  prepaid,  without  exception. 

Further — the  company  expects  each  salesman  wiring  to 
the  company,  to  prepay  their  telegrams.  Telegrams  received 
from  salesmen,  sent  collect,  are  charged  to  the  salesman’s  ac- 
count. It  eliminates  detail,  confusion  and  misunderstanding  be- 
tween you  and  the  company,  then,  to  prepay  all  such  tele- 
graphic messages  and  the  adoption  of  such  a policy  on  the 
part  of  the  salesman  is  requested  in  keeping  with  the  com- 
pany’s policy  of  doing  likewise  in  communication  with  mem- 
bers of  the  sales  organization. 

Rating  Books 

Rating  books  are  furnishing  the  salesman  by  the  company 
at  cost,  the  amount  being  charged  to  his  commission  account. 
One-half  of  this  amount  is  credited  to  his  commission  account 
on  the  return  of  each  book  to  Alliance  within  two  weeks  after 
it  ceases  to  be  of  use  to  him  on  account  of  age,  change  of  terri- 
tory or  due  to  his  leaving  the  service.  A special  form  of  re- 
quisition is  used  in  ordering  the  rating  book;  it  can  be  ob- 
tained from  the  Division  Manager. 


CAN  YOU  ANSWER  THESE  QUESTIONS 
EFFECTIVELY? 

1 —  In  what  department  does  the  McCaskey  salesman 
belong? 

2 —  What  is  the  salesman’s  position  in  the  territory? 

3 —  To  whom  is  the  salesman  directly  responsible? 

A — What  is  the  function  of  the  Sales  Department? 

5 —  What  is  included  in  the  salesman’s  equipment? 

6 —  What  is  the  function  of  the  Advertising  and  Sales 
Promotion  Departments? 

7 —  What  is  a “Request  for  Follow-Up  Advertising?” 
How  is  it  used  to  the  best  advantage? 

8 —  Explain  the  term  ‘Call  Notice,’  What  is  its  func- 
tion? How  is  it  followed  up? 

9 —  What  is  the  McCaskey  Informer?  Its  advantages? 
The  McCaskey  Bulletin? 

10 — How  are  McCaskey  products  advertised  national- 

ly? 


817 


SALESMANSHIP  IN  CO-OPERATION 


11 —  In  what  ways  should  care  be  taken  in  writing  an 
order? 

12 —  What  attitude  should  salesmen  take  to  the  rating 
of  new  customers?  What  is  the  best  method  of 
handling  this  point  where  the  customer  is  not  rat- 
ed? 

13 —  What  particular  specifications  should  be  careful- 
ly made  in  sending  in  a register  order?  A sales- 
book  order? 

14 —  What  are  McCaskey  terms  on  system  sales?  On 
salesbook  and  supply  sales  ? 

15 —  What  part  does  collection  play?  How  can  the 
salesman  be  of  assistance? 

16 —  Why  is  thorough  installation  of  systems  import- 
ant ? 

17 —  What  steps  must  be  taken  in  case  of  damage  ? How 
promptly  must  the  carrier's  agent  be  notified  in; 
cases  of  concealed  damage? 

18 —  How  are  commissions  classified? 

19 —  How  may  a salesman  check  his  commissions? 

20 —  On  what  basis  are  rating  books  furnished  to  the 
salesman? 


818 


COMMISSION  SCHEDULES 


THE  TERRITORIAL  SALESMAN'S  COMMISSION 

Three  rates  of  commissions  are  paid  in  the  sale  of  McCas- 
key  Systems  products  according  to  the  following  schedule. 
The  highest  rate  is  that  which  is  paid  when  the  “Regular 
Terms  of  Sale’'  are  adherred  to  as  presented  on  Page  602 
Price  List  Section  McCaskey  Systems  Catalogue.  The  second 
rate  is  that  which  is  paid  when  the  cash  with  order  payment 
is  lower  than  the  regular  terms  require,  yet  not  less  than  10% 
of  the  amount  of  the  sale.  The  third  rate  is  that  which  is  paid 
when  the  cash  with  order  payment  is  less  than  10%  of  the 
amount  of  the  sale.  (C.  W.  O.  stands  for  Cash  With  Order). 


THE  COMMISSION  SCHEDULE 


ADDING  MACHINES  (MODEL  A): 


Regular  Terms  20% 

Not  less  than  10%  C.  W.  0 19% 

Less  than  10%  C.  W.  0 17% 

CASH  REGISTER  SYSTEMS: 

Models  B and  BB 

Regular  Terms  25% 

Not  less  than  10%  C.  W.  0 24% 

Less  than  10%  C.  W.  0 22% 


Models  C and  CC 

Regular  Terms  2i7i/^% 

Not  less  than  10%  C.  W.  0 26^/^% 

Less  than  10%  C.  W.  0 241^4% 

SPEED  CASH  REGISTERS 

Models  295S,  295SC,  495S,  and  495SC 

Regular  Terms  16% 

Not  less  than  10%  C.  W.  0 15% 

Less  than  10%  C.  W.  0 13% 

ALL  OTHER  SPEED  CASH  REGISTER  MODELS 

Regular  Terms  25% 

Not  less  than  10%  C.  W.  0 24% 

Less  than  10%  C.  W.  0 22% 


SAFES: 

Regular  Terms  

Not  less  than  10%  C.  W.  O 
Less  than  10%  C.  W.  O 

CREDIT  SYSTEMS: 

Regular  Terms  

Not  less  than  10%  C.  W.  6. 
Less  than  10%  C.  W.  O 


.2,5% 

.24% 

.22% 


.331/3% 

.32% 

.30% 


The  following  schedule  covers  commissions  paid  on  the 
sale  of  accessories,  parts  and  supplies  as  named.  Regular  terms 
apply  on  orders  for  pedestals,  straight  sales  of  leaves,  ex- 
change orders  for  banks  of  leaves  and  adding  machine  stands 
when  the  amount  of  the  sale  is  sufficient  to  bring  the  monthly 
installments  beyond  the  minimum  amount.  Otherwise  the  terms 
are  69^  cash  with  order  or  5%  thirty  days. 


Terms  on  supplies,  parts  for  Credit  and  A-B-C  Systems 
Cash  Register  System  registering  unit  parts  and  Amount  of 
Purchase  slips,  are  3%  full  cash  with  order  or  net  thirty  days. 

Where  reference  is  made  to  “Points,”  it  is  understood  that 
the  Items  concerned  are  totalled  in  register  sales  volume  or 
supply  sales  volume  in  establishing  the  business  which  applies 
on  quota. 


819 


COMMISSION  SCHEDULES 


PEDESTALS  FOR  CREDIT  OR  CASH  REGISTER  SYSTEMS: 


Commission  20% 

Register  points 

STRAIGHT  SALES  OF  LEAVES: 

COMMISSION: 

Regular  Terms  33^/^% 

Not  less  than  10%  C.  W.  0 32% 

Less  than  10%  C.  W.  0 30% 

Register  points 

EXCHANGE  ORDERS  FOR  BANKS  OF  LEAVES: 

Commission  20% 

Register  points  on  net  amount  of  sale. 

ADDING  MACHINE  STANDS: 

Commission  15% 

Supply  points 


Supplies: 

Parts  for  Credit  and  A-B-C  Systems: 

Cash  Register  System  Registering  Unit  Parts: 


Commission  20% 

AMOUNT  OF  PURCHASE  SLIPS: 

Commission  Yiy^% 


GENERAL  INFORMATION 

If  the  order  is  paid  in  full  within  thirty  days  from  date 
of  invoice,  additional  commission  will  be  credited  to  adjust 
the  commission  to  the  maximum  rate,  as  provided  for  in  the 
commission  schedule. 

If  a purchaser  who  is  satisfactorily  rated  purchases  with- 
out paying  cash  with  order,  but  discounts  within  thirty  days 
from  date  of  invoice,  additional  commission  will  be  credited 
to  adjust  the  commission  to  the  maximum  rate,  as  provided  for 
in  the  commission  schedule. 

On  orders  carrying  Class  B commission  credit,  the  sales- 
man will  receive  Class  A credit  for  75%  of  the  initial  net  com- 
mission; 25%  will  be  deferred  and  matured  to  his  available 
credit  when  the  customer  has  fully  paid  the  account. 

No  commission  is  paid  on  the  carrying  charge  of  $1.00  for 
each  month  in  excess  of  regular  terms  when  such  an  amount  is 
added  to  the  price  of  the  register  to  be  paid  by  the  customer. 
In  cases  where  this  carrying  charge  is  not  included  in  the  con- 
tract it  v/ill  be  deducted  from  the  salesman’s  commission. 

PREMIUM  ON  QUOTA  BUSINESS 

Each  territorial  salesman  reaching  or  exceeding  his  sys- 
tems quota  during  a month  on  the  basis  of  net  accepted  regis- 
ter business  (exclusive  of  safes)  will  be  credited  with  a pre- 
mium of  2 2-3%  on  the  volume  of  register  business  accepted. 


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